Putting the 'super' into 'superfoods'

No foods will be allowed to claim they are ‘good for your heart’, ‘help lower cholesterol’ or are one of the growing list of ‘superfoods’ without scientific backing. A new European Nutrition
and Health Claims Regulation comes into force on Sunday 1 July 2007, to help protect consumers from misleading claims.

Previously the rules on claims have been very general, making it difficult for consumers to know what a term means and difficult for food companies (particularly smaller ones) to be sure they
are not misleading the public. In future, any claims made in relation to the nutrition and health benefits of a food will only be allowed if the claims are based on science, which has been
verified by the European Food Safety Authority (EFSA).

Although the regulation comes into effect on Sunday 1 July, there are transition periods to give businesses enough time to comply with the new rules. Therefore it will be some time yet before
we see the changes in the shops. To assist businesses the Agency has produced guidance notes on the changes.

A list of health claims that can be used on food products is being drawn up by the European Commission (EC). General claims about benefits to overall good health, such as ‘healthy’ or ‘good for
you’, won’t be listed, but in future can only be used if accompanied by an appropriate claim from the approved list. This means that more general claims will be backed up by an explanation as
to why the food is ‘healthy’ or what makes it a ‘superfood’.

The Food Standards Agency is collating a list of claims to send to the EC,, which will then be validated by EFSA. For businesses wanting to get their claims added to the authorised list, see
the link below. The deadline for applications is 21 September 2007.


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