Wrigley Science Institute Preliminary Research Directions

1. Wrigley Science InstitutePreliminary Research Directions For Presentation December 8, 2005 New WSI Logo

2. Preliminary Research Directions • The following pages overview the initial science Wrigley plans to pursue to support the Benefits of Chewing (BoC) program. • The Wrigley Science Institute (WSI) identified these research directions and needs for three key BoC areas (diet and weight management, cognition and stress) and will seek scientific substantiation for each: • Research formats to include clinical studies, consumer and professional surveys and other data-gathering and analyses; • Research to measure both short-term and long-term effects of chewing gum; and • Research will address the effect of chewing gum in BoC areas, as well as mechanisms and underlying causes. • The WSI will seek input into the preliminary research direction from the Wrigley Science Institute Advisory Panel (WSAP) and other scientific leaders. • WSIAP members will receive a final update on the plan from the WSI.

3. Diet and Weight Management • D • Conduct studies to show chewing gum’s role in affecting eating behaviors in reducing and maintaining weight loss • A • Test how dieters who chew gum perceive whether and how gum helps them control their appetite, hunger and food intake (obtained by well focused questions to consumer/ subject population) • B • Advance and obtain policies documenting role of gum in diet plans from weight loss organizations (e.g., Weight Watchers) as well as from health organizations (e.g., American Diabetes Association) • Conduct survey of registered dietitians and other health professionals to determine their opinions on role of gum in diet and weight management (e.g., “at least XX% agree that…) • Mine NHANES database to identify relationships between chewing gum, weight and other health factors • C • Study chewing gum’s effect on short-term appetite cravings to show that chewing gum helps subjects eat less high-calorie snacks • Obtain experts’ consensus documentation on the role of gum as a tool in diet and weight management, based on the literature and studies WSI will conduct • E • Compile existing weight loss program documentation, professional organization policies and recommenda-tions on chewing gum to show existing support

4. Cognition • A • Show study and anecdotal data and information about improvements in test scores (Northumbria and Cardiff study data) • Show the relationship between chewing gum and increased blood flow/ oxygen to brain • B • Present Cardiff study data showing how gum improves test scores • Study how individuals perceive chewing gum affects their concentration and attention • C • Assess how chewing gum increases focus, concentration, alertness and other cognitive factors by: • Studying the impact of chewing gum on brain activity • Studying other physiological impacts of chewing gum (i.e., serotonin production) • D • Study gum chewing’s impact on memory, retention, learning, alertness, sharpness and reaction time • Study the physiological effects of active ingredients (TBD) • E • Study longer–term effect of chewing gum on learning and memory loss (which may include prevention)

5. Stress • B • Study the impact of chewing gum on “real-world” situations, such as: • feelings of well-being, relaxation, calm and peace • work productivity in stressful situations • A • Study the physiological effect of chewing gum on stress markers, including heart rate, stress hormone production and other factors • Study the impact of the rhythmic motion of chewing gum on stress • Test how consumers who chew gum perceive how it helps them cope with stressful situations or with everyday stress • C • Study the impact of chewing gum on more specific and serious attributes of stress, such as anger management and treating depression • D • Conduct long-term clinical studies measuring key biological markers for diseases, such as cardiovascular disease, stroke, etc. • Study/ combine measurements of self-perception and physiological studies to develop a more complete understanding of the role of chewing gum

6. Moving Forward • Next steps: • Literature review • Hypothesis formation • Expert consultations • Request for proposals • Methodological development • Evaluation