Magazine article Marketing

UK Envies Latest US Food Claim

Magazine article Marketing

UK Envies Latest US Food Claim

Article excerpt

UK envies latest US food claims

A fresh round of health claim restrictions has been slapped on US food companies.

The move still leaves US food marketers ahead of their UK counterparts who are technically restricted from making direct links between food and disease prevention.

"Even though the new move represents restrictions for the US, for us they would be freedoms," says British Health Food Manufacturers' Association (BHFMA) president Maurice Hanssen.

This week the US Food and Drug Administration (FDA), in a dramatic policy reversal, banned disease prevention claims on food labels except for six categories: calcium and osteoporosis, low salt and hypertension, low fat and heart disease, low fat and cancer, fibre and cancer and fibre and cholesterol.

"We would welcome health claims in some areas that are backed up with scientific evidence," says BHFMA's Hanssen.

The FDA once banned completely all health claims on foods, but eased regulations in 1987. Since then there has been such a proliferation of claims that the FDA has not been able to police the industry.

Last year 40% of new product launches in the US and a third of all food advertising feature health-related claims. …

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