From Natural Products Online:
‘Superfoods’ brands face ban by EU - May 24, 2007
"A leading food law advisory company has warned that products using the term ‘superfoods’ could be banned under the EU Nutrition and Health Claims Regulation, reports The Grocer.
"The new regulation comes into force later this year and requires that all health claims for food products have prior approval from the European Food Safety Authority before they are used on-pack or in branding.
"According to leading food industry advisory company Leatherhead Foods both the terms ‘superfoods’ and ‘superfruits’ could fall foul of the new regulation. The company’s nutrition business manager, Fiona Angus, said this week: “In terms of the new EU regulations, it could well become an issue that there is no definition of a superfood.”
"Angus added that since some superfoods claims lack clinical evidence, use of the term in branding could be at odds with the regulation.
"Any bans would be a major blow for the growing number of food brands — including Innocent Superfoods Smoothies and Jordans Superfood range — that have incorporated the word into product and brand names. Major retailers, who have designated some packaged fruit products ‘superfoods’, could also be affected."
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