While the majority of manufacturers are frantically launching low calorie adaptions of their products in a bid to cling on to the health conscious consumer, the big boys are well ahead of the game.
Coca-Cola, Nestlé and Kraft Foods are all running reseach projects with biotechnology firm Senomyx, which claims that the study of flavour enhancers could save companies a fortune.
Cadbury Schweppes signed a two-year deal with Senomyx in July for the discovery and commercialisation of new flavour ingredients in the gum confectionery area.
By tracking down and analysing the receptor in taste buds responsible for sweet taste, it could become possible to increase the perception of sweetness in a product without adding extra sugar. If Senomyx’s research is successful, then this technology could give Cadbury an opportunity to steal the top spot from gum market leader, Wrigley.
Two sweetness enhancer candidates, S299 and S679 are currently under the microscope.
Mark Zoller, chief scientific officer says: “Added to food, they would make it possible to reduce sugars without adding something artificial-tasting.”