Navigating Health Claim Regulation in Food and Drinks
Making substantiated claims in a changing regulatory environment

'On average each product that featured a health or nutrition claim launched in the last year made 2.6 claims. This should be avoided as it increases the amount of time consumers need to interpret and evaluate claims and reduces the clarity of what a specific product does...'

In 2007 new legislation (Regulation 1924/2006) came into effect in the European Union and its effects will dramatically change the marketing landscape for health claims in foods and drinks. In general there is broad support for the regulation within the industry, with consumers and manufacturers recognizing the benefits
it will bring in terms of greater consumer protection and an improved regulatory framework. However, major criticisms of the process for putting the legislation into effect have emerged. The new legislation is changing the “rules of the game” for marketing products featuring nutrition and health claims in Europe and adapting to these changes will be crucial. Food and drinks companies need to ensure they are in a position to update their marketing messages not only to account for the additional science required to pass regulatory requirements, but critically to start to re-engage consumers whose trust in these products is low.

Navigating Health Claim Regulation in Food and Drinks is a new report published by Business Insights that examines the many challenges facing companies
due to regulations. From corporate and marketing strategy down to tactics for marketing individual products, this report analyzes and gives advice on
how marketers should be responding to threats and identify the opportunities associated with the new regulations.

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This report will enable you to:

• Analyzes the latest product innovation patterns across Western Europe and North America and identify the different claims strategies being used across various regions between the food and drinks industries.
   
• Implement the best-practice strategies of leading innovators in the food and drinks market using this report’s analysis of companies including Danone, Actimel, Light & Fit Pomegreat and Pistachi Oats.
   
• Understand how the new regulation will not just affect how to have a health or nutrition claim approved, but crucially how the marketing landscape will change as a result of this regulation and what areas of your marketing need updating as a result.
   
• Identify how current regulations are influencing how to market products and how your company should navigate this complex landscape.