Fruitflow™ gets Health Claim Status from EFSA

Published on 16 July 2011 in Food, health and wellbeing

Key Challenges

In December 2006 the EU adopted a Regulation on the use of nutrition and health claims for foods which lays down harmonised EU-wide rules for the use of health or nutritional claims on foodstuffs based on nutrient profiles. Nutrient profiles are nutritional requirements that foods must meet in order to bear nutrition and health claims. One of the key objectives of this Regulation is to ensure that any claim made on a food label in the EU is clear and substantiated by scientific evidence. The quality and rigour of the scientific evidence submitted by Provexis, much of which was undertaken by Rowett scientists, surpassed that from major global companies who have had their claims rejected.

Key Benefits

This approval places Provexis in a strong position to take full commercial value from the development of Fruitflow and build it as a major global functional food brand leading to widespread distribution and use by customers concerned about their heart health.  The claim allows the company to include positive claims on health benefits on packs and in advertising.  Provexis has arrived at this advantageous position because of its strong commitment to developing an extensive dossier of information supporting clinical evidence of the efficacy of this functional food ingredient, working in partnership with the Rowett Institute to undertake the underpinning research.

Fruitflow™ is scientifically-proven to inhibit platelet aggregation, a known cause of heart attack, stroke and venous thrombosis. It became the first product in Europe to obtain an approved positive health claim under European Food Safety Authority regulations.

The product is commercially-ready for delivery in a wide range of food, beverage and dietary supplement formats. Future claim areas under development include deep vein thrombosis, metabolic syndrome and type-II diabetes.

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