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

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

3. Health & Well-being • ‘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

4. Health & Well-being • ‘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 OligofructoseNutritional Benefits GUT HEALTH & WELL-BEING COLON CANCER RISK LIPID & GLUCOSE METABOLISM MINERAL ABSORPTION & BONE HEALTH IMMUNE RESPONSE & RESISTANCE

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

7. prebiotic synbiotic probiotic lactobacillus bifidobacterium oligofructose inulin FOS short-chain FOS fructo-oligosaccharides functional foods neutraceuticals pharmafoods resistance immune system vitamins 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 bifidogenic fibre fructans Oligofructose inulin FOS shortclaim FOS fructo-oligosaccharides functional foods nutraceuticals pharmafoods resistance immune system vitamins

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

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

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

11. Communication with the consumer

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

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

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

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

18. ! 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. 50 ways to destroy a beautifuldevelopment • 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’

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 !

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