Live from Vitafoods Europe 2013
Cranberry EU medical devices winner: ‘We will never focus on food supplements’
The Dutch start-up Medical Brands is finding success with cranberry products that have won UTI and vaginal treatment claims via the EU medical devices directive.
However the fact cranberry claims for similar conditions have been rejected under the EU’s nutrition and health claims regulation (NHCR), has led some to question the medical devices route and the kind of science required to achieve results there.
Speaking with us at Vitafoods this week, Medical Brands CEO Maikel Hendriks, spoke of the mechanics of the process and why his company felt no obligation to publish the proprietary data that has some players diving deep into their cranberry bogs for clinical answers.
“We are only focused on medical claims,” Hendriks said. “We will never focus on food supplements.”
