As competition in the food and health product space grows, companies frequently look to health claims to differentiate their products from those of competitors. Claims that showcase the health and nutritional benefits of a product, while communicating the brand’s values and positioning to the end consumer, can help boost sales when done effectively. Health claims appear not just on product labels but in all avenues of product marketing and advertising, including company websites, product pages and social media accounts.
Bringing a product to the next level can be a challenge. There are many hurdles standing in the way, whether your goal is to support a new claim or re-position your product for a new market.
We've rounded up some of the most common questions we hear from the dietary supplement industry in the hopes that our answers will help you overcome your latest product development challenge.
The verdict is in on one of the two high-profile dietary supplement industry cases before the courts this year. The decision from the U.S. Court of Appeals for the D.C. Circuit upheld the Federal Trade Commission's (FTC) charges that POM Wonderful and POMx ads were deceptive. The ads claimed that the product could treat, prevent or reduce the risk of heart disease and prostate cancer, but lacked clinical evidence to substantiate such claims.
The decision led to questions around how much clinical evidence is required to support a health claim. How is a company promoting the benefits of natural health products supposed to navigate the regulatory landscape when even the guidances are not clear?
Navigating the regulatory pathway for products remains a challenge for many companies. Regardless of product sector (pharmaceutical, food and beverage, natural health product, cosmetic), the key five questions remain the same.