Juice drinks manufacturers will be forced to drop on-pack health claims when legislation comes into play in 2010, one leading food law expert has predicted.
The Nutrition and Health Claims Regulation states that products must meet the criteria of the nutrient profiling model, which is under development, to make positive on-pack health claims, such as ‘rich in antioxidants’. While many juice drinks, such as Ribena and Ocean Spray, are making health claims, some of the products contain about a third of the guideline daily amount for sugar.
Manufacturers are lobbying hard to get an allowance for fruit juices, but Leatherhead Food International’s business manager for regulatory services Kath Veal was not convinced that they would succeed. “It is too early to say 100%, but every indication is that they will have to drop claims,” she said. “I spoke to someone on the EFSA [European Food Safety Authority] panel. It is looking at how it will deal with a pure fruit juice, but a fruit juice drink [with a high sugar content] is unlikely to be able to carry a claim.”
She claimed that EFSA was more than willing to make exceptions for certain categories, but there was concern that companies might bend the rules. “There’s still a lot of uncertainty and industry is lobbying very hard,” she said. “The panel is keen to make allowances, but worried that people will push the boundaries.”
Veal noted that some manufacturers were already preparing for the worst. “Ribena’s website already has a strong focus on its Pure Juice and environmental strategies - its other products are hidden, so it looks like GSK is already planning ahead,” she said.
Jonathan Duffin, UK drinks manager at Ocean Spray, claimed: “We are aware of the issue of sugar content in our juice. We understand the implications of the new legislation for our brand, and we are working on a number of initiatives and options to ensure that our consumers can continue to enjoy the very best delivery in cranberry health.
“Our understanding is that there will be a 24-month period, from January 2009, for the adoption of relevant nutrient profiles and their conditions of use to apply to products. We will be certain to ensure we comply with all relevant sections of the law.”
Meanwhile, GSK remained confident that its products stood a good chance of gaining an allowance. “Fruit, vegetables and their products including juices are important providers of micronutrients to the overall diet and may have a different nutrient profile from other non-alcoholic beverages,” said the firm. “GSK continues to engage in the legislative process and will make a decision regarding claims made on individual products once the nutrient profiles are known next year.”