Improved Texture and Longer Lasting Flavour in Gum

Consumer Research aids Taste Claim Substantiation

The Challenge

To support a claim of Improved Texture and Longer Lasting Flavour.

The Solution

New and current gums were each assessed by 250 heavy smokers across the UK. We ran the respondent recruitment and the study itself according to Good Clinical Practice (GCP) standards, with Independent Ethics Committee review, full medical pre-screening of participants, collection of Informed Consent and medical supervision of the trial.

The Outcome

Our experience in GCP standard trials meant the client was confident that the study met all their in-house controls for safety and accountability.

Results supported the sensory claims and the gum was relaunched to the market offering smokers a better tasting gum that they were happier to chew, thereby improving their chances of quitting cigarettes.