Swedish 'beauty' gum called 'stupid'

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STOCKHOLM, Sweden, June 22 (UPI) -- Swedish consumer and health organizations are criticizing the makers of a new chewing gum that promises to keep chewers "looking their best."

The groups said the makers of Vigo gum, which comes in Focus, Active and Beauty varieties that variously purport to promote concentration, stamina and beauty, are misleading consumers with their claims about the gum, Swedish news agency TT reported Wednesday.

"It is the most stupid product that has ever hit the shelves," said Louise Ungerth, head of the consumer association Konsumentforeningen Stockholm.

"I can't see how the ingredients would be able to provide any of the effects they claim. Those substances can't influence looks or focus in any particular way," said Ulla Beckman Sundh, a toxicologist at the National Food Administration.

The company behind the gum, Antula Healthcare, says the product has been reviewed by the European Food Safety Authority. A spokeswoman said consumers expecting to improve their looks by chewing the gum wrongly interpreted the product's claims.

"We are not saying that you will look better but that you will maintain a healthy complexion," she said.