According to previous studies, blocking the receptors for sweet taste on the tongue decreases sugar cravings* The gum works on two levels – physiological and psychological. Physically: This SOS product has an immediate effect. After chewing the gum, eating sugary foods does not have the sweet taste we expect and are used to. As a result, we won’t have a craving for sweets for at least one hour. Psychologically: Most people crave something sweet at certain times of the day, such as immediately after having lunch. Over time, this craving becomes automatic and is very hard to change. Yet chewing Sweet Victory Gum at those most challenging times may slowly break our bad habits and help us rebuild better and healthier habits. * Click to read the full reference