Health Claims

By Peter Wennström EFSA and the health claims regulation is today the biggest barrier for European innovation in nutrition. And as such it impacts both the development and the international competitiveness of the food and supplement industries. Even European pharma is partly deprived of opportunities to venture in to the future landscapes of medical nutrition. […]

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Peter has been discussing Immunity, Prebiotic and Probiotic health claims in two new articles over at NutraIngredients this week. Easy-win immune claims are vampires on tricky co-ingredients. Adding in ingredients like vitamin C to make legal immune health claims may sell products short term, but this sucks blood from more challenging ingredients like probiotics and […]

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An ingredient industry more focused on health claims than in educating consumers is actively destroying the market for both itself and it’s customers, says Healthy Marketing Team president and expert consultant, Peter Wennstrom. Read Peter’s recent article for NutraIngredients where he discusses why it’s essential to put consumer education before health claims and why the […]

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While conducting a one to one ethnographic consumer interview yesterday, I realised once again of the importance of the pack. When I asked my interviewee how she was getting her knowledge on nutrition and diet, which sounded very precise, she simply said, “I read every detail on pack”. What a fantastic opportunity to tell your […]

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Opposing approaches to branding the food of love. In Brighton UK’s New York Coffee Shop we discovered the following challenge to EFSA’s latest stifling rulings: OHSO Good for you chocolate – not only delicious dark 53% Belgian but also “Probiotic to keep your digestive system healthy”…. Chocolate is accepted as a restorative and anti-depressant – […]

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