Download Understanding Probiotic Health Benefit Claims

Understanding Probiotic
Health Benefit Claims
Now more than ever before, wellness is on
the minds of consumers. Today’s shoppers
understand that what they put in their
bodies may affect not only how they feel
that day, but ultimately their health.
THERE IS A HUGE UPSIDE TO ADDING
A FUNCTIONAL INGREDIENT TO A
FOOD OR BEVERAGE INCLUDING:
• Driving trial
• Increasing repeat purchases
• Top line growth
• Bottom line growth
That’s why it’s so important for food
and beverage manufacturers to offer
products with a functional health
benefit. And to do so successfully, the
product must effectively communicate
that benefit to the shopper. One great
way to do so: putting a health benefit
claim on packaging.
BUT THERE ARE ALSO RISKS IF IT’S NOT
DONE RIGHT. THE KEY ISSUES INCLUDE:
• Understanding the laws related to
inclusion of each ingredient.
• Communicating the health benefits of
that ingredient on packaging and in
supporting materials in a manner that
consumers will quickly understand.
There are rules that must be followed by food and beverage manufacturers when
making health benefit claims, including, but not limited to:
• The product cannot claim to diagnose, treat, cure
or prevent a “disease” (if so it will be considered
a drug by the FDA).
• With respect to probiotics, all claims must be
supported by adequate scientific research related
to the particular strain included in the product.
• The product can only claim to affect the structure
or function of the body. So for instance, you can
claim that it supports immune health but not that
it prevents colds and the flu.
• All ingredients in foods must be GRAS or
approved food additives at the levels included in
the product. That is, it doesn’t help to include a
“safe” ingredient at unsafe levels.
When it comes to probiotic-containing foods and beverages, immune and digestive health structure/function
claims are the most common. The research demonstrating a particular probiotic strain‘s benefits define what
particular claims can be used. Foods and beverages containing probiotic strains that do not have studies
published in peer reviewed journals supporting the package claim will not withstand the scrutiny of regulatory
agencies, competitors or attorneys bringing class action law suits for false advertising.
GanedenBC30 – a resilient, FDA-GRAS probiotic with over
20 research studies supporting its safety and efficacy will
support the following 5 health benefit claims:
“Probiotic”
70% of consumers are familiar with the term
“probiotic” and relate the term to a health
benefit. Simply putting the word “probiotic”
on your packaging will give you an advantage.
Products containing probiotics are considered to
be on the “cutting edge”, and probiotics are in
the news daily.
“Supports Digestive Health”
30
Studies have shown that GanedenBC survives
gastric transit to germinate in the intestines and
reduce abdominal pain and bloating, reduce
post prandial gas, inhibit multiple pathogenic
strains commonly found in the intestines and
enhance utilization of consumed nutrients such
as protein.
“Supports Immune Health”
Studies have shown that when the body is
challenged (by colds and the flu for example)
GanedenBC30 helps up regulate the protective
cytokines which help fight the challenge. When
the body is challenged by over active cytokines
(inflammation related to arthritis, for example) it
helps down regulate these cytokines.
“GanedenBC30 Survives 10X
More Effectively Than Yogurt
Cultures”
In a study conducted at a 3rd party lab of a
simulated gastric environment with a pH of 2.0
for two hours, GanedenBC30 cells were delivered
10X more effectively than yogurt cultures.
“Supports Protein Utilization”
The most recent of 11 studies conducted to
support this claim demonstrated a decrease in
recovery time as measured by a reduction in
muscle swelling, reduction in blood creatine
kinase levels, decrease in soreness, increase in
perceived recovery, increase in power and an
increase in amino acid levels.
For more information
[email protected]
866-777-0825
These claims are supported in the United States and some international countries. Please contact us if you have questions about claims in a specific country.
Please note: This white paper is for educational purposes only. All claims and final packaging must be approved by your legal counsel.