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*National Starch Food Innovation offered food manufacturers a valuable insight into the new European health claims regulation at the recent Functional Foods Symposium in Amsterdam. *
Appearing alongside selected industry experts, the company’s European regulatory compliance manager, Julie Scott, explained the implications of this new legislation for food developers.
As a hot topic in the functional food arena, the new health claim regulation represented a key discussion point at this two day event. Scott’s presentation examined the implications of the regulation from all angles, providing guidance on how food manufacturers can comply with the new rulings.
Scott appraised the key changes to EU rules on nutrition and health claims and the substantiation process. An evaluation of the regulation’s emphasis on consumer understanding of claims followed, explaining its potential impact from a marketing viewpoint. In addition, Scott highlighted that current claims may need rephrasing or removing if they cannot be substantiated.
Scott reminded delegates that although challenging, the new regulation will eventually bring harmonisation to the industry and aims to protect consumers against misleading health and nutritional claims. Suppliers who understand consumers and offer functional ingredients with proven health benefits have the potential to add considerable value to their products.
National Starch Food Innovation is well positioned to help food manufacturers meet the challenges the new regulation presents. Anticipating its introduction, National Starch Food Innovation substantiated the health benefits of Hi-maize resistant starch and has submitted these for assessment for inclusion in to the Community list of approved claims due to be published in 2010. As a result, food manufacturers can confidently communicate the benefits of this fibre-rich ingredient across Europe.
Scott commented: “With potential product repositioning and reformulation on the horizon, suppliers offering functional ingredients with proven, recognised health benefits will be invaluable allies for manufacturers. Hi-maize is an example of an ingredient we have already substantiated. In this way, we can help manufacturers make the new legislation work to their advantage.”
With the highest dietary fibre content of all commercially available natural resistant starch ingredients, Hi-maize enables manufacturers to increase fibre in everyday foods. Scientifically substantiated to offer multiple nutritionally important benefits when eaten as part of a healthy lifestyle, this ingredient helps the body from within by letting it work as nature intended.
Offering an easy way to eat more fibre, Hi-maize strengthens the body’s digestive defences by promoting a healthy digestive system and delivering prebiotic activities. The ingredient can also help to control blood sugar ‘highs’ by improving glycaemic response.