Breaking News on Supplements, Health & Nutrition - Europe US edition | APAC edition

Trends > Health claims

EU health claim winner

Cross-Atlantic choline team banks on EU health claim conversion

1 commentBy Shane Starling , 13-Feb-2013
Last updated on 13-Feb-2013 at 15:56 GMT2013-02-13T15:56:10Z

US choline-containing food supplements
US choline-containing food supplements

US supplier Balchem has joined with Dutch firm Van Eeghen Functional Ingredients (VEFI) to develop the European choline foods and food supplements market, after the nutrient won three EU health claims in 2012.

European Food Safety Authority (EFSA)-approved health claims for ‘normal liver function’, ‘homocysteine metabolism’ and ‘normal use of bodily fats’ are driving major EU supplement brand interest in choline, said Erik Bakkers, VEFI business development manager Europe.

“We are speaking with major manufacturers who are interested in the claims and the fact they can provide the EU-required minimum dose of 82.5mg per day for less than one centime per day,” Bakkers told us.

As is often the case in food supplements, the US choline supplements is greatly advanced on Europe’s, with many choline-containing supplements, although it is often included unheralded in multivitamins.

Choline appears in some European products in this format also.

“We expect to see stand-alone choline supplements on the market by the end of 2012,” Bakkers said

The nutrient’s most common use is in infant formulas, where its presence is near-ubiquitous as it is also a component of breast milk.

US choline-containing foods and drinks

US choline-containing foods and drinks

It is also used in energy drinks, energy shots and sports drinks mainly due to links to cognitive benefits although EFSA’s health claims panel did not approve this section of the dossier it assessed. Cereals and bars also feature choline in the US.

Under the arrangement Balchem supplies the ingredient known as VitaCholine, while VEFI looks after distribution.

It is the first time that Balchem and VEFI have worked together and they are also targeting Asian, BRIC and Australian markets. Bakkers said he had seen choline supplements in Australia making brain health claims.

Eric Smith, Balchem sales and marketing VP in Food, Pharma & Nutrition added in a statement: “This partnership will address the large growth potential for food and supplement fortification. VitaCholine delivers nutrition that is ‘Essential for Everybody’. Supplementation is an important way to address the evident shortfall of choline in the human diet.”

Click here to view EFSA’s 2011 assessment of choline.

1 comment (Comments are now closed)

Choline Plus

Choline controlled to RDAs may not be enough to limit disease especially in later life as it may be inadequate to consume a high enough intake of food.

Report abuse

Posted by harry
20 February 2013 | 11h512013-02-20T11:51:55Z

Related products

Live Supplier Webinars

Polyphenols tipped to become the way to innovate in Sports Nutrition
Alpha & Omega in Sports Nutrition – Using Omega 3’s and A-GPC to improve performance and recovery.
KD Pharma
Orally bioavailable standardized botanical derivatives in sport nutrition: special focus on recovery in post-intense physical activities
Collagen in motion: move freely and keep your injuries in check
Leading manufacturer of gelatine and collagen peptides
Life’s too short for slow proteins. Whey proteins hydrolysates: Fast delivery for enhanced performance
Arla Foods Ingredients
What it Takes to Compete and Win in Today’s Sports Nutrition Market
Sports Nutrition Snapshot: Key regional drivers and delivery format innovations
William Reed Business Media
Gutsy performance: How can microbiome modulation help athletes and weekend warriors
William Reed Business Media
Pushing the boundaries: Where’s the line between ‘cutting edge nutrition’ and doping
William Reed Business Media

On demand Supplier Webinars

High-amylose maize starch may reduce the risk of type 2 diabetes: what does this qualified health claim mean?
Balancing Innovation and Risk in Sports Nutrition Ingredients
Explaining bio-hacking: is there a marketing opportunity for food companies?
William Reed Business Media
Personalized Nutrition – how an industry can take part in shaping the future of Nutrition
BASF Nutrition & Health
Find out Nutritional and ingredient lifecycle solutions and strategies!
Is the time rIpe for I-nutrition?
William Reed Business Media
The Advantage of Outsourcing Fermentation-based Manufacturing Processes
Evonik Health Care
All supplier webinars