06.02.11
Food companies will need to develop new approaches to communication and marketing if EU authorities adopt the European Food Safety Authority’s (EFSA) opinions as they stand, according to international food policy consultancy EAS.
Following EFSA’s publication of its fourth batch of article 13 claims opinions, EAS said that with the majority of claims opinions for many key ingredient claims remaining unfavorable, if adopted this will result in traditional marketing limitations and the urgent need for innovative solutions.
EFSA issued 442 claims opinions in April on a range of ingredients, including minerals, probiotics, fatty acids, amino acids and specific plant extracts, covering areas such as antioxidative, cognitive and bowel function and blood cholesterol.
“This batch illustrates and confirms that there has been little change in the EFSA approach for evaluations during the process,” said Stefanie Geiser, EAS regulatory affairs manager. “Companies, therefore, can already learn a lot from the opinions EFSA has given so far and incorporate this into new marketing strategies. They should also be carefully monitoring the ‘grey list’ developments, which will start very soon, and the final adoption process of the article 13 list, and transition periods to be given.”
“The trend in the latest batch of opinions shows rejections related particularly to immune response or natural defenses, digestive and intestinal health, vitality anti-aging effects of plant extracts and many unfavorable opinions for a range of amino acids and other substances,” she continued. “It also repeats a trend of positive assessments for fatty acid heart related and chewing gum/sweetener dental health claims, and new positive claims for activated charcoal, betaine, caffeine, choline, resistant starch, l-arginine, olive polyphenols, meat/fish, walnuts and water.”
EFSA has now finalized 80% of its article 13.1 claims assessment process for all substances, excluding botanicals. Around 600 claims are still in the process and expected to be published in a fifth batch at the end of June, and a sixth and final batch in September 2011.
Following EFSA’s publication of its fourth batch of article 13 claims opinions, EAS said that with the majority of claims opinions for many key ingredient claims remaining unfavorable, if adopted this will result in traditional marketing limitations and the urgent need for innovative solutions.
EFSA issued 442 claims opinions in April on a range of ingredients, including minerals, probiotics, fatty acids, amino acids and specific plant extracts, covering areas such as antioxidative, cognitive and bowel function and blood cholesterol.
“This batch illustrates and confirms that there has been little change in the EFSA approach for evaluations during the process,” said Stefanie Geiser, EAS regulatory affairs manager. “Companies, therefore, can already learn a lot from the opinions EFSA has given so far and incorporate this into new marketing strategies. They should also be carefully monitoring the ‘grey list’ developments, which will start very soon, and the final adoption process of the article 13 list, and transition periods to be given.”
“The trend in the latest batch of opinions shows rejections related particularly to immune response or natural defenses, digestive and intestinal health, vitality anti-aging effects of plant extracts and many unfavorable opinions for a range of amino acids and other substances,” she continued. “It also repeats a trend of positive assessments for fatty acid heart related and chewing gum/sweetener dental health claims, and new positive claims for activated charcoal, betaine, caffeine, choline, resistant starch, l-arginine, olive polyphenols, meat/fish, walnuts and water.”
EFSA has now finalized 80% of its article 13.1 claims assessment process for all substances, excluding botanicals. Around 600 claims are still in the process and expected to be published in a fifth batch at the end of June, and a sixth and final batch in September 2011.
