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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.