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danone debuts probiotic yoghurt activia in 69th country: australia
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efsa gut health workshop will decide danone’s next claims move
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global probiotics leader danone says its withdrawn probiotic health claim dossiers will remain untouched on its shelves at least until it attends a gut and immune health claim workshop to be hosted by efsa this year. danone for the second time in a year withdrew its article 13.5 immune and gut health claims from the european union health claims process in april, citing a lack of clarity about dossier requirements which it hoped would be at least in part be resolved at the european food safety authority (efsa) stakeholder’s meeting held tuesday in parma, italy. “we will wait to receive additional guidance at the workshop and then decide how to resubmit our claims,” danone head of press relations, marie-liesse calmejane told nutraingredients this morning. “the efsa meeting in parma was similar to the one of a year ago [in brussels] in that a lot of the information was quite general and there were a lot of people there. it was a positive meeting but it is still too early to say whether we will resubmit.” efsa says it will host the workshop this year but no date has as yet been set in stone. danone announced the withdrawal of its article 13.5 claims for spoonable yoghurt, activia, and drinkable yoghurt, actimel during its q1 results presentation in april. both dossiers contain more than 10 probiotic, strain-specific clinical trials. zero claims while danone’s dossiers remain outside of the eu health claims system the company is technically able to continue making the digestive and immune claims it has employed on-product and in marketing campaigns for around 20 years, depending on the staus of such claims within each member state. but responding to the regulatory uncertainty, the company has been implementing a “zero claims” policy in select european union markets since january. all gut health and immunity claims have been removed from the french market since january, with spain and the uk following suit as well as other eu markets. calmejane said activia and actimel sales had not fallen since it stripped the products of the claims that included, “aids digestive transit”. “without clarity on claims criteria, processes and deadlines we thought it was more reasonable to see what happens if we take the claims from the products,” she said. “the decision was taken as a reasonable measure to anticipate a situation where we may not be able to use claims and we thought it was the best solution for us. there has been no impact on sales so far.” claim game she said the fact sales hadn’t fallen post-claims showed consumers had not lost faith in danone’s products and emphasised the fact many bought the products for taste, not health, in addition to those that bought the products for the benefits they felt, regardless of the claims being made. “it shows that not everybody is listening to what is said in advertising,” she said. “responses to these kinds of advertising is as emotional as it is rational.” she said if and when danone resubmits the claims, and if and when they achieve positive opinions from efsa and are written into the eu-wide approved claims register, the company would immediately reinstate the claims. “we can’t say whenor what claims, but we believe claims are useful and would prefer to be in a position to continue making claims but we are talking about a very complicated regulatory process here.”
Source :foodanddrinkeurope.com
Date :
3
June
2010
Category :
restaurants and Food industrie
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global probiotics leader danone has paid an undisclosed sum to swedish dairy skånemejerier for a 51 per cent stake in its probiotic juice brand, proviva. expanding the €40m brand beyond its swedish core is high on the agenda, as is confirmation of its digestive health claims that are approved in sweden, but not as yet by the european food safety authority (efsa). fellow swedish company, probi the supplier of the lp299v strain used in the beverage launched in 1994, has also benefitted in the deal with 10-year supply contracts affirmed.
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nine months after the european food safety authority (efsa) handed in a positive safety assessment for conjugated linoleic acid (cla), the weight management ingredient will be assessed by the european commission as it continues its protracted journey to attain eu novel foods status. body shaping and toning is the predominate cla claim, although to date, efsa\'s health claims panel has not accepted cla claim-backing science february 21 will see the ec’s standing committee on the food chain and animal health (scofcah) entertain member state views on draft opinions for the use of proprietary versions of cla owned by market leaders lipid nutrition and basf-owned cognis in foodstuffs across the eu.
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danone has resubmitted an article 13.5 gut health claim for its flagship probiotic product, activia, to the european food safety authority (efsa). the company said it had refined its approach in the wake of meetings with efsa and the experience of others in the process and come up with a submission it is “fully confident” of. “we have redrafted the whole dossier, including rewording of the scientific claim, to take aboard elements coming from the june 15 stakeholder meeting [with efsa],” danone vice president of external affairs and head of eu regulatory affairs, patrick o’quin, told nutraingredients this morning.
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after taking part in a pharmanager seminar at vitafoods in geneva, dr jean-michel antoine, a 30-year research and development veteran at danone, tells shane starling why the french dairy firm has pulled three article 13.5 probiotic yoghurt claims from the european union nutrition and health claims process. you must have javascript enabled. download podcastdr jean-michel antoinesenior scientistdanone 04:01 subscribe to podcast: rss he said danone remained confident its immunity and gut health claims would be approved by the european food safety authority (efsa), but it wanted to wait until further guidance, due this month, was issued by the assessor.
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the european food safety authority (efsa) has repeatedly emphasised that the 2006 eu nutrition and health claims regulation is a learning experience for everyone involved – from its health claims assessment panel to industry stakeholders, to the member states and the european commission. that may be so, but it is a highly expensive learning process, with the greatest burden of cost being borne by industry players like danone, the company’s vice president of research and development in its dairy division, frederic rené, said after efsa’s gut/immune function meeting in amsterdam last week.
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the world\'s largest yoghurt maker in april withdrew applications for the benefits of activia and actimel, saying there was confusion about what kind of scientific evidence the european food safety authority (efsa) required. health claims are keenly followed by investors because they are a powerful marketing tool and allow companies like danone to charge more for well-differentiated products. several brokers had voiced concern the efsa might reject danone\'s health claims, a move that could hurt the group\'s image and stock price.
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french 
almost a year to the day after 
french 