Thick and creamy: Health claims hurdles leading to an uptake in 'sensory claims'

Thick and creamy: Health claims hurdles leading to an uptake in 'sensory claims'

The challenges of attaining a positive health claim opinion from EFSA is driving many manufacturers to explore the use of sensory claims to entice consumers, says Leatherhead Food Research.

Speaking to FoodNavigator at the recent Vitafoods Europe 2014 show, Georgia Taylor, marketing and claims manager at Leatherhead Food Research explained that may manufacturers are re-assessing their options when it comes to making claims on packs - and are often going for ones relating to the sensory nature of a product.

She explained that research carried out by Leatherhead found that consumers have a slight preference for products containing claims that describe the texture, smell, or taste of a product - known as sensory claims -  when compared to those that do not have such claims.

"A lot of food business operators are finding it quite a challenge to meet the conditions of use and the requirements set out by the regulation, so are choosing alternative sensory claims as a way to make attractive statements about their products where they don't fall under the health claims regulation," explained Taylor.

Another issue, she said, is that certain approved claims are 'very technical' and difficult for consumers to understand.

"If you're making a sensory claim, usually they are very consumer friendly."

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Comments (1)

Rozalin Kostov - 28 May 2014 | 07:07

Thick and creamy: health claims hurdles leading to...

Neither EFSA health claims nor sensory ones for certain foods will make people healthier-it's just marketing.It's a matter of the whole healthier dietary pattern adequately supplemented with func- tional foods.A positive example could be the NEW NORDIC DIET in Denmark.The problem is how to support people to change their dietary habits with healthier ones and to overcome the barriers to know,accept and to make use of the health friendly eating plans. I think, those who do their best to offer different forms of such support will earn consumers' favour and enjoy their loyalty at acceptable price.

28-May-2014 at 19:07 GMT

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