The term itself will be banned as a marketing tool across the European Union from December 14, 2012, but Michael Bond, DuPont Nutrition and Health, health platform leader in Active Nutrition, explained why the company remains optimistic about the multi-billion euro sector.
“It is clearly going to affect our business,” he said. “The fact that our customers are now having to remove that from labels is clearly a challenge.”
“Our recommendation is to use content claims. To mention the specific strains.”
While that is the new marketing reality, the company continues to invest heavily in research that addresses the scientific requirement reality.
“We are clearly now conducting our studies in line with the recommendations and recommendations from EFSA and the Commission. It is something we are fully aware of in the study design process; in the execution process. We are thinking immediately from the point of view of the submissions that we would then make for the claims.”
Bond also spoke of the international impact of the EU’s strict health claim rules.