Nutritional Outlook

Nutritional Outlook, September 2013

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global regulations Coping with Change How companies are dealing with implementation of the EU's nutrition and health claims regulation. By Stefanie GeiSer, eaS StrateGic advice A 1. "Common" foods are now making increasing use of authorized nutrition and health claims for health ingredients that they already contain (e.g. vitamins/minerals in fruit juices, calcium in dairy products, omega-3 fatty acids in plant seed oils/nuts/ fsh products, fbers and beta-glucans in oat/barley bran cookies, and many more.) 2. An increased trend towards the addition of vitamins/minerals, fber, or other ingredients to food products and food supplements to enable them to make more health claims. Te EU claims regulation has certainly promoted the use of nutrition claims and generic health claims for vitamins, minerals, omega-3, and fbers in common food products thanks to now-harmonized rules for these 24 magenta cyan yellow black claims. Increasingly, many manufacturers of common foods that did not previously make use of nutrition and health claims are now including such claims in their marketing strategies. However, regarding innovation and the use of health claims for other ingredients, the EU claims regulation has impeded this area of potential market growth. Many companies investing in research to produce innovative products with ingredients that have very specialized and targeted health benefts have seen applications for health claim authorizations turned down due to the tough scientifc assessment requirements of the European Food Safety Authority (EFSA), whose requirements some say are more suitable to the assessment of medicines than food. It is, therefore, logical to assume that the number of new EFSA health claim applications submitted will decrease, as many companies realize that the marketing advantage, based on the slim chance of claims approval, is minimal when one considers the cost to undertake very lengthy and expensive human clinical health claim trials required to meet EFSA's substantiation standards. At the same time, however, we have observed that the quality of submitted dossiers to EFSA to achieve additional, innovative health claim approvals is improving. Companies now have better awareness of EFSA's standards for applications. Tese companies may still choose to submit applications—but often only after seeking advice and assistance from scientifc experts on submitting claims applications and on whether the studies available for substantiation stand a chance of EFSA approval. To increase the chances of success—and since the EFSA standards are tough and often underestimated—companies are strongly advised to seek expert advice and undertake a gap-match analysis of their claims dossiers against EFSA standards before submission. september 2013 ■ tzuuk /istockphoto.com; pixhook/istockphoto.com s the EU began enforcing its nutrition and health claims regulation in 2013, we saw the frst market trends and reactions to the regulation emerge. For many companies, the regulation prohibits the use of health claims previously allowed on the market. Companies seem to be coping with the regulations through a variety of strategies. In particular, two marketing trends are prevalent: NUTRITIONAL OUTLOOK ES314286_NO1309_024.pgs 08.31.2013 00:12 UBM

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