Control flavour bursts in gum

Confectionery giant Cadbury's expansion into the UK chewing gum market last month is a sure sign that the sticky substance is making a comeback. Although the UK gum market has been in decline for two years, globally it is the fastest-growing part of the confectionery sector. Having increased by over 8% in the last five years, it is currently worth £250-300M.

The trend has caused a stir in the ingredients world as companies strive to meet manfacturers' demands for tastier gums.

Taste and flavour specialist, Quest International, has created chewing gum flavours that extend and control flavour release, allowing one or more quick flavour bursts as well as postponed and prolonged flavour delivery.

The Qpearl Release flavour delivery technology is based on Quest's encapsulation system, which was first applied in powder beverages and teas. The technology is built on a flavour-encapsulating matrix that blocks de-stabilising oxygen molecules from entering and prevents flavour from fading.

Senior product manager, Ernst van den Berg, says: "In the case of chewing gum, you often sense a concentrated burst of flavour at the start and then the brain gets used to the degree of flavour and does not perceive it to be so strong. With Qpearl Release flavours, however, we can control the flavour impact so that you get a second or a third burst of flavour as the chewing process continues, reawakening the intense sensation."

The technology also allows different flavours to be layered, so that the consumer can taste them separately. Research and development head for flavour delivery technology Fabio Campanile explains: "Previously, you could only blend flavours, like cherry and orange, and taste them at the same time."