The Food & Drink Innovation Network www.fdin.co.uk

Health Claims : Theory and Practice Functional Foods Seminar Melton Mowbray, 20/04/04 Paul Coussement ORAFTI

? Health & Well-being Involving emotional and rational factors ‘Health is a state of complete physical, mental and social well-being and not merely the absence of disease and infirmity’ (WHO Constitution; April, 1948) Well-being is an essential part of human health: Involving emotional and rational factors Affecting the quality of life ? «… not allowed : claims which make reference to general, non-specific benefits of the nutrient or food for overall good health, well-being and normal functions in the body.» (art. 11.1.a) EU Proposal on Nutrition and Health Claims made on Foods. COM (2003) 424

Health & Well-being ORAFTI consumer research: ‘Health is a state of complete physical, mental and social well-being and not merely the absence of disease and infirmity’ (WHO) Well-being is an essential part of human health: Involving emotional and rational factors Affecting the quality of life ORAFTI consumer research: Inner health and well-being are acknowledged as important and influenced by our diet “Feeling good” is the end benefit: Emotionally Physically Looking good

Inulin and Oligofructose Nutritional Benefits GUT HEALTH & WELL-BEING COLON CANCER RISK LIPID & GLUCOSE METABOLISM MINERAL ABSORPTION & BONE HEALTH IMMUNE RESPONSE & RESISTANCE

Functional Food Ingredient A value chain Consumer Benefit • value • understanding • believing (Food Industry) Marketing Benefit • cost • promotion • branding • market share Recognised Effect or Benefit • understood • communicated • supported Nutritional Effect or Health Benefit • proven in humans • repeated • solid science • significant/ dose-effect relation Functional Food Ingredient • taste • price • safety

pharmafoods resistance Oligofructose inulin FOS prebiotic synbiotic probiotic pharmafoods resistance fructo-oligosaccharides prebiotic synbiotic probiotic lactobacillus bifidobacterium Consumers don’t trust or don’t Understand most health claims, Particularly those of a medical nature. Consumers have other priorities : Brand familiarity/acceptability Overall product appeal Product concept and positioning Natural, wholesome, healthy bifidogenic fibre fructans functional foods neutraceuticals lactobacillus bifidobacterium immune system vitamins bifidogenic fibre fructans Oligofructose inulin FOS oligofructose inulin FOS short-chain FOS shortclaim FOS fructo-oligosaccharides functional foods nutraceuticals pharmafoods resistance immune system vitamins

Elements of the BENEO® Programme A foundation An appealing in science ingredient brand A foundation in science Delicious, Natural, Everyday Foods Consistent message From all partners Clear, simple, positive message

better calcium absorption Communications Where it comes from from chicory roots an active plant fibre What it is nourishes our own good microflora What it does What it is good for more protection better calcium absorption Improved gut function Symbolises the presence of ingredients with a high nutritional value, based on scientific research, in sufficient quantities

Health care professionals Communication channels Health care professionals Doctors - Dieticians Nutritionist Media Advertising BENEO® ORAFTI and PARTNERS Web site Consumer Telephone line Consumer information and direct mail Product packaging

Communication with the consumer

? «Supports your bone capital» «… establish specific nutrient profiles which … foods must respect in order to bear nutrition or health claims » (art. 4.1.) EU Proposal on Nutrition and Health Claims made on Foods. COM (2003) 424 «Supports your bone capital»

Lessons Learned

Lessons Learned Consumer Benefit (Food Industry) Marketing Benefit Cholesterol Control Yoghurt Science Marketing : Making sense to the consumer Healthy Heart Yoghurt

From Functional Foods to Wellness «… health - wellness if you prefer - is slowly becoming the new standard of the food industry» New Nutrition Business, October 2002

Functional Food Ingredient Example 1 Consumer Benefit (Food Industry) Marketing Benefit Recognised Effect or Benefit Nutritional Effect or Health Benefit Functional Food Ingredient Feelgood Factor General, non-specific, psychological Inner Protection ? Healthy Digestive System Bifidus Effect Gut Flora Balance Scientific Oligofructose and Inulin

Functional Food Ingredient Example 2 Consumer Benefit (Food Industry) Marketing Benefit Recognised Effect or Benefit Nutritional Effect or Health Benefit Functional Food Ingredient Longer Healthy Life Calcium Activator Stronger Bones Increased Calcium Absorption RAFTILOSE® Synergy1 General, non-specific, psychological ? Scientific

50 ways to destroy a beautiful development • set unreasonably high requirements for human volunteer research   (number of studies & volunteers, representativeness,…) • require that all foods that contain the ingredient be tested • require a very high ‘significant quantity’ of the active amount (5.1.d) - lengthy approval process - “communitology” approval process (soon 25 countries) • long discussions on wordings and language • NOT taking into account ‘marketing concept’ requirements (be too   strict on ‘well-being’ positionings) • requiring too much ‘warning statements’ Marketing “Health claims” successfully is not just a matter of adding statements to foods, but requires a thorough marketing concept approach and a careful product positioning. !

This being said, We welcome most principles of this regulation : • it’s time to separate real from fake • it should remove uncertainty (‘but are we really allowed…?’) • it’s time to clear the future (to allow us to focus and justify our   R&D investments) • one process will lead to approval in 25 countries • it may help to educate the consumer

Thank you !

The Food & Drink Innovation Network www.fdin.co.uk