14 Nov 2018

Emily Foster, RD – www.glowingpotential.com


Let’s face it, the area of nutrition and health claims can be a bit of a minefield. Some brands may not even realise that there are very specific guidelines around what can and can’t be said on pack and in marketing initiatives. These regulations around nutrition and health claims exist to protect consumers so that they are not mislead. Although the last thing most brands would want to do is mislead their customers it is important to work with a nutrition professional if you are unsure of how these regulations work.

Nutrition and health claims are different;

nutrition claim is one that implies or states that a food has a beneficial nutritional property because of a calorie value or other nutrients and/or substances that it may or may not contain.

Some popular nutrition claims are:

  • "Source of protein”
  • “High fibre”
  • “No added sugar”

A health claim implies or states a relationship between health and an ingredient or food category in your product. Unsurprisingly, health claims are a little bit more tricky to navigate than nutrition claims. The “easiest” types of health claims to make are “well-established general function” claims.

Some popular heath claims are:

  • “Calcium is needed for the maintenance of normal bones”
  • “Folate contributes to maternal tissue growth during pregnancy”
  • “Iron contributes to the reduction of tiredness and fatigue”

It is worth thinking about what value a nutrition or health claim will, or won’t bring to your product before making it. One claim that is relevant to your ideal customer is great. Four claims that clutter your front of pack can be confusing, unhelpful and perhaps even off-putting.  Think about your customers and what they are interested in related to their life stage and personal wellbeing goals. Then begin to look at nutrition and health claims to best suit your product.

Lastly, remember that marketing and advertising have similar rules to food labelling. Before running a campaign that highlights the nutrition and/or health claims of your product it is best to check the “Food, food supplements and associated health or nutrition claims” section of the ASA and CAP Non-Broadcast or Broadcast code.


Interested in finding more on this topic?

Glowing Potential is hosting a “Navigating Nutrition and Health Claims – the basics” Roundtable at Food Matters Live 2018. Different from a seminar, this smaller, personal setting allows for you to ask questions and have a conversation around your brand and how nutrition and health claims can benefit you.

Our sessions:


REFERENCES

ASA and CAP. Non-Broadcast Code. https://www.asa.org.uk/codes-and-rulings/advertising-codes/non-broadcast-code.html

ASA and CAP. Broadcast Code. https://www.asa.org.uk/codes-and-rulings/advertising-codes/broadcast-code.html

EU register of Nutrition and Health claims http://ec.europa.eu/food/safety/labelling_nutrition/claims/register/public/?event=register.home

EU Nutrition Claims https://ec.europa.eu/food/safety/labelling_nutrition/claims/nutrition_claims_en

Food Standards Agency. Food Labelling E-Course. https://labellingtraining.food.gov.uk/

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