Nutraveris offers EU-wide data on nutrition/health products and regulation
BUSINESS FRANCE UK
Business Development, international business development, international sales
Nutraveris is a leading scientific and regulatory consulting firm for the nutrition and health sectors across Europe, whose expertise will help industry players deal with forthcoming EU legislation. The company’s service is becoming increasingly necessary for businesses in these sectors, as the European Council’s latest regulation regarding nutrition-and-health claims looks set to be applied in June.
“Even though enforcement of this regulation (first planned for January 2010) is already two years late, players involved in the nutrition-and-health market must prepare for the coming upheaval that will have an impact on the development of their communications, marketing, sales and products, from June 2012,” explains Cédric Bourges, CEO of specialist consultancy Nutraveris.
The issue revolves around a set of regulations that are expected to be implemented at European Union (EU) level by the European Parliament and by the European Council. Although it was previously thought that it would not be put in place, today, it is clear that the implementation of Regulation (EC) No 1924/2006 regarding nutrition-and-health claims made on food products is in progress.
An increasing number of food products labelled and advertised within the EU bear nutrition and health claims. It is felt that adopting EU-wide rules regarding the use of these claims in relation to food items will help protect consumers and will facilitate the free movement of food products across the EU.
Nutraveris Online is the scientific and regulatory database developed by Nutraveris, which focuses on the identification of health-benefitting ingredients and on the scientific evidence relating to the ingredients’ effectiveness and safety. The database was set up in order to enable companies in the sector to develop innovative — yet EU-compliant — products, ensuring the successful pursuit of long-term business strategies. Nutraveris’ experts update the database in real time, using research and analysis that involves over 1,500 sources, including health-related publications.
The European Food Safety Authority (EFSA) has previously evaluated various ingredients and health claims, forming a list of only 222 approved health claims out of 2,758 evaluated health claims. Until now, most claims approved by EFSA concern vitamins and minerals. Nutraveris explains that most health claims relating to plants, for example, are still un-evaluated or pending, and, therefore, usable. Nutraveris Online also allows Nutraveris’ clients to select ingredients that have claims (whether EFSA-approved, pending or non-evaluated) that are usable in Europe. Additionally, Nutraveris Online allows for the verification of the regulatory status of ingredients in each EU member state, in order to ensure that products comply with local laws and regulations, in each and every country.
“Although no date or time frame has been provided by the European Commission, everything suggests that many discussions are going to be held between the [European] Commission and EFSA in order to determine how these claims are going to be re-evaluated,” explains Cédric Bourges.
In the meantime, many product developers see adding all non-approved vitamin and mineral claims to a “pending” list as a positive step, because companies can produce on-pack communications concerning slimming, water elimination and joint health, which was not possible in 2011. Many of the “pending” ingredients are eventually proven to be scientifically effective and are, thus, a source of innovation, stress industry observers.
Conversely, this on-pack communication will not always be possible for all “pending” ingredients, due to the future re-evaluation of pending claims by EFSA, which may choose to declare some of the ingredients (or claims in relation to them) inadmissible and unfounded.
If the consumer is initially persuaded to buy the product because of health-benefit claims, subsequent purchases tend to be linked to client satisfaction and, therefore, the effectiveness of the product. Besides, as things stand, for the manufacturer of a product to put forward a vitamin- and/or mineral-related health claim (in relation to the product), the manufacturer in question only needs to ensure that the product contains 15% of the recommended daily allowance (RDA), points out Nutraveris. Therefore, according to many experts in the field, it could be considered that, more often than not, the product is unlikely to provide any real benefits to the consumer — at any rate as far as the stated health claims are concerned.
“Health claims support on-pack communication, which publicises the ingredients’ health-related functions. However, effectiveness is much more likely to ensure long-term sales development,” clarifies Cédric Bourges.
In order to improve long-term successful food-supplement sales in Europe, players in the nutrition and health sector should consider developing integrated strategies. These strategies include the use of efficient innovative ingredients that are supported by strong scientific evidence; the correct use of ingredients that bear unevaluated claims; and, finally, the use of vitamins or minerals that have authorised allegations, therefore allowing long-term communication with the targeted market.
This is the only viable strategy, explains Nutraveris, and it allows for an innovative market position to be built and for scientific proof of effectiveness to be relied upon. Indeed, both are necessary conditions to convince the consumer and to increase sales figures. ”It is important not to forget to check the dosage authorised in each country you plan to target, in order to ensure compliant and safe sales,” adds Cédric Bourges.
Nutraveris was founded in 2006 by Cédric Bourges who has a pharmacy PhD. The company is a scientific and regulatory consultancy and a European leader in the nutrition-and-health market. Nutraveris encourages international development and scientific innovation in order to boost the growth of food-supplement laboratories. It provides support and guidance to both R&D laboratories and industrial groups in the pharmaceuticals, food and cosmetics sectors, from the initial marketing brief through to market launch.
Nutaveris Online provides comprehensive information about all health ingredients (and their applications) that are usable in Europe. The database provides information regarding over 2,100 health ingredients including vitamins and minerals, along with 132 health applications (such as those related to weight loss, joint health and immunity). The database is available in French and English, and subscriptions can be made via the Nutraveris website.
More than 200 players in the health-and-nutrition sector have used Nutraveris’ services, including Bayer Healthcare, L’Oréal, Merck, Nestlé, and PepsiCo.
For further information, please go to: www.nutraveris.com For further information, please contact :
Quote ref. : FTPB3741 Ms Katherine WOODS - Press Officer
UBIFRANCE Press Office in London
Tel: +44 (0) 207 024 3640
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