Dispatches from Vitafoods Europe 2012
Cranberry medical claim winner targets food industry
With a recently awarded medical devices urinary tract infection (UTI) claim in the bag, Dutch start-up Medical Brands booked a late booth at Vitafoods Europe, keen to show off its achievement to a food sector that has been denied EU health claims.
Whilst a consumer may find it difficult to discern the difference between a medical device and a food supplement, Medical Brands CEO Maikel Hendriks was keen to point out that his product, I-Say, is not making health claims.
Which is not to say his business has not benefitted from the European Food Safety Authority’s hard health claims line as it seeks new EU markets…
