NZ catches up with new health claims standards
By Peter Brown Food and beverage businesses need to make sure the nutrition and health claims on their products stack up, after new standards regulating these claims kicked in recently. The new rules couldn’t be more timely, with New Zealand’s food industry on a high. The health foods and health-giving foods sector is booming here and offshore, but with that comes a responsibility to assure consumers and our export partners of the high standard of New Zealand’s products. All health claims must now be pre-approved and with acceptable nutritional profiles as outlined by Food Safety Australia and New Zealand (FSANZ). You yourself would be able to pinpoint times spent standing in a supermarket aisle reading statements such as ‘calcium for strong bones’ on the side of a bottle. Statements like this previously had poor regulatory framework in New Zealand, and were not necessarily backed by scientific research. For a country that sells itself on reputation and quality, I see it as ironic then that we’ve been lagging behind on initiatives that regulate nutrition and health claims, with Canada and Europe streets ahead. And while there has been a generous, three-year lead up to comply with the new standards, there are still plenty of products that will fall short because their claims don’t comply. It’s tricky, because there is a difference between claims that are clearly just marketing, and those that consumers could take more seriously, with the potential of creating a health risk. For example, someone could take the ‘more must be better’ approach to mānuka honey and rather than sweetening their tea with it, consume a cup of the stuff a day and disturb a balanced diet. To me the new standard seems fair. Going back to calcium, under the new standard it can be said that calcium is necessary […]