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functional foods at a crossroads
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do functional foods work? watching recent actions by scientific agencies, regulators and industry players themselves of late, one might be forgiven for thinking that the functional foods dream is falling a little short of the reality. we’re talking about the biggest food companies in the world being told the claims that help sell some of their foods are deceptive and misleading. nestlé. mars-owned wrigley. the kellogg company. danone. general mills. and them agreeing to change or withdraw the claims. nestlé and kellogg’s of late have had their wrists slapped by the increasingly active us federal trade commission over immunity claims aimed at kids. both issued statements saying in essence, ‘we did nothing wrong, stand by the claims, but will change the claims as the ftc wishes.’ er sorry… but why go along with it if you stand by the science? are the claims false or not? is the science there or not? do these products (a probiotic drink and an antioxidant-boosted cereal) work or not? if dannon’s probiotic yogurts boost gut health and immunity why settle a class action by agreeing to change the claims and set up a $35m fund for unhappy consumers to drain? ditto for wrigley’s bad breath-beating gum ($7m fund and withdrawn claims). it is well known that fighting class actions can be more detrimental than trying to win them and a settlement is not necessarily an admission of guilt, but it doesn’t look good does it from a pr point of view however you dress it up? same with last week’s ftc- nestlé settlement which was a big story in the mainstream press including the new york times. claims scrutiny remember, we’re not talking about rogue players operating from an oil rig somewhere in the deep atlantic making spurious internet claims about a thermogenic nutrient extracted from the bowels of an unpronounceable icelandic volcano that can cure cancer, enhance sexual performance, increase lifespan by 47 per cent and facilitate levitation. these companies have spent many millions on the science and the marketing of that science. the problem for this business model is that around the world product claim-making is coming under ever-closer scrutiny, with a new and highly strict health claims regime in the european union highlighting the new status quo. functional food and ingredient development has almost ground to a halt as a result. if you can’t market a food on its supposed added health benefit why bother developing the ingredients at all?
Source :foodnavigator.com
Date :
19
July
2010
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ingredients supplier beneo has conducted research into the functional beverage market in spain which pointed to particularly strong consumer demand for products giving energy that can be scientifically substantiated. company market research manager christian niederauer said: “although the focus groups were held at a variety of times and with different target groups, the feedback was unanimous - mental alertness as well as prolonged and balanced energy were the benefits most required from spanish consumers’ functional drinks.
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a dietician for the british heart foundation has said the body would not routinely recommend functional food and drinks for health benefits.the comments to just-food come on the back of a report by market intelligence firm key note on wednesday (23 june) that revealed the uk functional food and drinks market is expected to continue to grow over the next five years, but at a slowing rate. the report found that the major issue in food and drink development and manufacturing remains health, boosted by the threat posed by the rising level of obesity.
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just-food articles are only available to registered users and members.join now for increased accessthere are various access options to choose from. all provide instant access to the latest news, insight and expert analysis.the functional food and drinks market is expected to continue to grow over the next five years, but at a slowing rate, according to a report by market intelligence firm key note.
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the royal irish academy (ria) elected paul ross, the head of food research at teagasc for admission today (4pm, friday, 28 may 2010) in recognition of his academic achievement. this is the academy’s 225th admission of new members since it was founded in 1785. paul ross was among only 24 academics on the island of ireland to achieve this highest academic distinction. professor nicholas canny, president of the ria, said that this group ‘is as accomplished and as academically diverse as any cohort elected since our founding members signed the roll in1785’.
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limagrain céréales ingrédients (lci) is highlighting the clean label credentials of its functional flours that can be used to help address some of the challenges faced by cake and pastry manufacturers. lci’s range of products provides clean label alternatives to achieving what it describes as “three important cake making objectives”. they are controlling the dough rheology, keeping the cake soft, and suspending added ingredients, according to anne lionnet, marketing manager for bakery at lci.
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Coca.Cola
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PEPSI
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Mcdonald
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Nestle
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Mars
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Baskin & Robins
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Nutrika
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Mumika
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Chika
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in the second part of a series on the 
recently approved under the eu 
a new initiative to identify 