1. The Food & Drink Innovation Network

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

3. ? 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 a) EU Proposal on Nutrition and Health Claims made on Foods. COM (2003) 424

4. 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

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

6. 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

7. 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

8. 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

9. 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

10. 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

11. Communication with the consumer

12. ? «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»

13. Lessons Learned

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

15. 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

16. 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

17. 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

18. 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. !

19. 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

20. Thank you !

21. The Food & Drink Innovation Network