Credence of Yoghurt Health Claims

While consumers might not trust on-pack health claims, it would appear that they are still important when it comes to driving purchase decisions. Survey data from the Institute of Grocery Distribution (IGD), United Kingdom suggests consumers use health claims as a “shortcut” to finding healthier products with “almost as many” consumers reporting that they look at health claims as those that examine nutritional labels. No wonder, the health claim associated with the food product has much role to play in influencing sales. Counting on this, food and beverage leader Danone North America seems to be recently making some moves in this direction.

On March 1, in response to a petition submitted by Danone North America, the US Food and Drug Administration (FDA) announced the first-ever qualified health claim for yoghurt, recognising a potential link between its regular consumption and a reduced risk of type 2 diabetes, and giving consumers another compelling reason to shop the yoghurt aisle. “We know that a growing body of research suggests regular yoghurt consumption could reduce your risk of developing one of the most significant and rapidly rising health ailments in the United States,” said Dr Miguel Freitas, Vice President of Health and Scientific Affairs at Danone North America. “That’s why we decided to submit a petition for this first-of-its-kind qualified health claim. We hope that this announcement will empower consumers with simple, actionable

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