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danone debuts probiotic yoghurt activia in 69th country: australia
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danone backs probiotic juice with proviva investment
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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.
the three companies will work together on, “health claims and regulatory approvals” said michael oredsson, ceo of probi. oredsson told nutraingredients that danone’s marketing muscles would also help launch the brand in global markets. presently outside of sweden, it only has a niche presence in finland, denmark and the us. an attempt to launch the brand in the uk was not pursued. industry analyst julian mellentin, the editor of new nutrition business, said the move signaled how much value it gave to probiotic juices at a time the french dairy has withdrawn its probiotic yoghurt claim submissions from the european union nutrition and health claims system and removed some claims from products in france, the uk and other markets. fruity “danone sees massive potential in probiotic fruit and vegetable juices,” he said noting a recent joint venture with global fruit player, chiquita. “this development also makes sense because fruit is the future of food and health. to the average person, fruit equals ‘healthy’, and it is this consumer perspective that has driven sales of fruits such as blueberries and pomegranate, as well as fruit smoothies, in recent years.” after publication of this story, a danone spokesperson contacted nutraingredients to say the company had bought into proviva because it was interested in the probiotic fruit technology and the swedish market. the dairy was moving into fruit because, "fruit was a good vector for health products". "it makes sense given our health mission," she said. mellentin observed that the strength of the scientific backing for the probi strain and proviva added to the attraction of the investment for danone. “the eu’s new and extremely strict health claim regulation should actually work in proviva and danone’s favour, since the digestive health benefits of proviva are substantiated by a large body of peer-reviewed clinical studies – as the eu requires health claims to be these days – and there are very few products that can boast such a body of science behind them.”
Source :foodanddrinkeurope.com
Date :
29
July
2010
Category :
Beverages
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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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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.
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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 