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December 14, 2012: EU health claims doomsday? Er, not really…

By Shane Starling in Frankfurt, 14-Nov-2012

Related topics: Dairy-based ingredients, Minerals, Probiotics and prebiotics, Vitamins & premixes, Botanicals & Herbals, Gut/digestive health, Immune support, Suppliers, Regulation & Policy, Health claims, Probiotics, Botanicals

For years, probiotics and other sections of the food industry have supposedly been dreading the implementation of despised EU health claims laws.

 But while certainly draconian, the reality is offering unexpected avenues of opportunity, says healthy and functional food marketing expert, Julian Mellentin, of New Nutrition Business.

Especially when there are 224 affirmed health claim associations to pick from…