Perfetti introduces new sugar free chewing gum

MUMBAI: Perfetti Van Melle India Pvt. Ltd., today announced the launch of Happydent Protex, a specially formulated sugar-free chewing gum that helps prevent tooth decay.

This gum has a fresh mint flavour and contains Xylitol as the main active ingredient. The product was unveiled by Perfetti managing director Stefano Pelle and Dr Ashok Dhoble, a renowned Orthodontist and Honorary Secretary General of the Indian Dental Association (IDA).


Happydent Protex with Xylitol helps prevent tooth decay. Xylitol is a naturally occurring sugar substitute found in many fruits, vegetables, mushrooms, etc. Chemically, Xylitol differs from other sweeteners such as sorbitol, fructose and glucose in the fact that its molecule has five, instead of six carbon atoms. Most bacteria in the mouth are unable to make use of such sugars, which is the key reason why Xylitol helps prevent caries and maintains healthy teeth.

"Sugar-free gums have grown in popularity since their launch in the 70s, and today account for a major share of the western chewing gums markets", said Pelle. "Perfetti Van Melle is the undisputed market leader in Italy. The company has extended its wide offering of functional sugar-free gums in many European countries and is now sharing this expertise in India. In this country, we want to drive the growth of this new category as we have done in the other confectionery segments."

Dr Dhoble, while speaking at the launch said, "Clinical studies have shown that the use of chewing gum with Xylitol helps in decreasing the growth and adhesiveness of bacterial plaque, further determining a reduction in the incidence of caries. Therefore, chewing Xylitol based gum is a convenient and enjoyable method of oral hygiene day after day."

Happydent Protex has been test marketed in Delhi and is being rolled out in the rest of the country in two formats - Mono pack priced at Re 1 and a six piece blister at Rs 5.

Speaking at the launch, Perfetti marketing head Sameer Suneja said, "At Perfetti, we have always endeavored to provide the best products to our consumers at the best prices and the new offering is no exception. The blister pack is also a packaging innovation and it is the first pack of its kind in this category in India."

Suneja also said that the product will be supported extensively in the media, with television being the main medium. The TV commercial shows various occasions when we have food without having ready access to toothpaste and toothbrush. It is a humorous depiction and communicates the fact that for all such occasions, there is Happydent Protex Xylitol, which helps in preventing tooth decay.

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