Crave Crush: Does it stop Sugar Cravings ?
I was handed a blue Crave Crush packet with one spearmint flavored lozenge sample inside attached to a descriptive post card at the Los Angeles Marathon Expo on March 18th, 2017. I was intrigued. My carbswitch.com site advocates not only switching away from sugary carbs but, my site’s name, also, acknowledges that sugary carb consumption switches on an overwhelming desire for further sugary carb consumption.
According to Crave Crush’s promotional post card their tablet should be taken “immediately after any meal or snack… dissolves on your tongue… binds to sweet taste receptors, suppresses sweet taste, and helps reduce sugar cravings in seconds.”
I waited a few days and took the sample after dinner. I did not eat dessert. Was this due to Crave Crush ? I wasn’t sure so I ordered 15 more lozenges from their website for further experimentation.
What’s in it ?
The main ingredient listed is Gymnema Sylvestre (3 mg) and Zinc Gluconate (1 mg). I did a bit of research:
“The atomic arrangements of gymnemic acids to the taste buds are similar to sugar molecules which fill the receptors in the taste buds preventing its activation by the sugar molecule in the food. Similarly, in the intestine it attaches to the receptor present in external layer of intestine, thereby preventing the absorption of sugar molecules by intestine, leading to reduction in blood sugar levels…” from Gymnema sylvestre: A Memoir https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2170951/#B11
Crave Crush’s Grant DuBois, a former director of ingredient sciences for Coca-Cola Co., found that combining Zinc Gluconate extended the sweet-blocking action of Gymnema sylvestre and decreased it’s bitterness. (Internet search Side note: “Cold-EEZE a Zinc Gluconate Cold Remedy” SEE: http://www.coldeeze.com/resources/zinc-gluconate/ has a 4.6 star rating on Amazon.)
Who invented it ?
In 2012, Rob Goldstein, a very successful hedge fund manager, took a bite of his son’s Nestle Crunch bar and quickly had seven more bites. He wondered why this happened which eventually led to much research and the eventual development of Crave Crush. (https://www.bloomberg.com/news/articles/2017-03-22/this-hedge-fund-manager-bets-he-can-dull-your-sweet-tooth)
For $16.95 I can buy a 15 count Crave Crush packet which has 3 mg of Gymnema Sylvestre in each tablet serving. For slightly more I bought a 453,592 mg bag (1 lb) of Gymnema Sylvestree powder – so 10,000+ times more servings !
However, Crave Crush lozenges are convenient to carry and take and feature an appealing minty taste. Is there an easy way to make Gymnema Sylvestree powder convenient to carry and take and palatable ? No, not that I can think of.
An alternative and valid monetary angle to look at it from is that a Crave Crush tablet costs slightly over a dollar. A dessert may cost $2 – $3, or significantly more, plus there are weight savings benefits and sleep benefits from not being pumped up with a sugary dessert.
Crave Crush 15 count container received today. Difficult to open, no doubt to make it consumer safe. Took 1 tablet after a 6:45pm veggie smoothie thinking it would keep me from eating the rest of the day. No. Instead I went out with my adult son for a rather large Chinese meal. He bought a container of ice cream and candy (say it isn’t so) afterward. I ate both. Hmmm ? Admittedly, (embarrassingly) this is not the carb switch agenda and my crave was not crushed.
I will take another Crave Crush lozenge in the late afternoon/early evening today and note the effect tomorrow.