Navigating the maze of nutrition and health claims

With the production of nutritious and healthy products a key priority for food and beverage manufacturers, the use of nutrition and health claims, or even generic descriptors that imply a health effect, are increasingly being used as a means of promoting their brands.

In order to protect brand reputation and retain loyalty, manufacturers need to be abreast of the latest regulatory developments with respect to using claims and generic descriptors as commercial communication tools. This white paper covers the three critical topics: the significance of 19th January 2022; the use of generic descriptors that could imply an effect on health, and the status for nutrient profiles. All these are highly relevant to food and beverage manufacturers seeking to communicate the benefits of their products.

Nutrition and health claims alone have the power to motivate consumers to buy products that they perceive will help them with their fitness and wellbeing. Such claims are therefore being used by food and beverage manufacturers as part of their commercial communication strategy to enhance the health halo of their products and increasing brand awareness and loyalty among consumers.

However, it is equally important that these consumers are protected from false, inaccurate or exaggerated claims, and this is why the European Commission (EC) has created a Regulation (Regulation (EC) 1924/2006) that puts forward specific conditions or provisions for the use of nutrition and health claims in marketing communications.

In addition, this Regulation has been designed to provide food and beverage manufacturers with clear, harmonised rules that will allow for fair competition in product innovation