An increasing number of foods sold in the EU bear nutrition and health claims. A nutrition claim states or suggests that a food has beneficial nutritional properties, such as “low fat”, “no added sugar” and “high in fibre”. A health claim is any statement on labels, advertising, or other marketing material, declaring that health benefits can result from consuming a given food, for instance, that a food can help reinforce the body’s natural defenses

1. Co-funded by the
Erasmus+ Programme
of the European Union
Module 6 – Nutrition & Health Claims
This programme has been funded with support from the European Commission. The author is
solely responsible for this publication (communication) and the Commission accepts no
responsibility for any use that may be made of the information contained therein
2020-1-DE02-KA202-007612

2. Innovating
food
for
seniors
An increasing number of foods sold in
the EU bear nutrition and health claims.
A nutrition claim states or suggests that
a food has beneficial nutritional
properties, such as “low fat”, “no added
sugar” and “high in fibre”.
A health claim is any statement on
labels, advertising, or other marketing
material, declaring that health benefits
can result from consuming a given food,
for instance, that a food can help
reinforce the body’s natural defenses.
Claims on Foods… Example of a Health Claim

3. Innovating food for seniors
These are related to the calorific or
nutrient CONTENT in the food product.
They are usually comparative claims
• Low-fat
• Low-Sugar
• High Fibre
• High Protein
Nutrition Claims
These are related to the FUNCTION of the
food product:
• Immunity-Boosting
• Reduced risk of heart disease / Cancer
• Cholesterol reducing
• Assists Growth
Health Claims
Are you familiar with the difference between Nutrition Claims and Health Claims?

4. Mission Vision Goals Values Strategy
Innovating food for seniors
• Functional foods and nutraceuticals (that are suitable for older adults), do not have either a specific
regulatory framework or a statutory definition in Europe.
• Functional foods and nutraceuticals with any nutrition and health claims related to vitamins,
minerals, and/or other substances in their labelling, presentation, and/or advertising, have to meet
the specific requirements established by the Regulation (EC) 1924/2006. (Dominguez Diaz et al., 2019)
Comparative Claims, such as…
REDUCED MORE THAN
INCREASED
FEWER
LESS THAN

5. Innovating food for seniors
After you have JUSTIFIED the use of your Health Claim and met the SPECIFIC USE
conditions
• Your Nutritional Labelling must reflect the claims
• When a claim refers to a substance, which does not appear on the nutrition
labelling, its quantity must be indicated in the same field of vision where the
nutrition labelling appears.
• When a product suggests/claims a reduction in risk factors in the development of
illness, it must appear on its label, in its presentation or advertising, a statement
informing consumers that the disease to which the claim is referring is influenced
by other risk factors.
Requirements for Food Companies…
The specific examples of these claims are available from here:
An international regulatory review of food health-related claims in functional food products labeling - ScienceDirect

6. Innovating
food
for
seniors
2. Select easy-understandable health
claims; overall, older consumers tend to
prefer the short health claims reporting
only health benefits e.g., “good for your
heart”.
That said, in some cases, some older
adults prefer a long explanation of health
claims to avoid confusion e.g., contains
high levels of Omega-3 fatty acids which
have anti-inflammatory properties which
can reduce the risk of heart disease.
Tips when making health
claims for senior focused foods
1. Select health claims that
emphasise only a product’s
benefits (e.g. “rich in protein”)
and not the technology behind it
(e.g. “protein-enriched”). It may
help their preference or effect
their purchase behaviour.

7. Innovating food for seniors
Food bearing claims that could mislead
consumers are prohibited in the EU
market.
This not only protects consumers but also
promotes innovation and ensures fair
competition.
The rules ensure the free circulation of
foods bearing claims, as any food company
may use the same claims on its products
anywhere in the European Union.
For more information click here…
Importance of the correct
use of CLAIMS
ROADMAP (europa.eu)
Health
Claim
Nutrition
natural
HIGH
Low
Food
Low-fat
Fat-free
vitamins
Calcium
Minerals
High-fibre
Protein
SALT
Sugar FREE-FROM
Low
HIGH
Source vitamins

8. Innovating food for seniors
EFSA is responsible for verifying the
scientific substantiation of the submitted
claims, some of which are currently in use,
some of which are proposed by applicants –
(companies who want to submit claims for
authorisation in the EU).
This information serves as a basis for the
European Commission and the Member
States, which will then decide whether to
authorise the claims.
The role of the European
Food Safety Authority EFSA
What are health claims and how are they assessed? - YouTube
Nutrition applications: regulations and
guidance | EFSA (europa.eu)

9. Innovating
food
for
seniors
For food companies, getting a new
health or nutrition-related claim
approved by EFSA is difficult as it needs
strong scientific evidence and
consensus.
Therefore, SMEs may use the EU
database on “EU Register of nutrition
and health claims made on foods”,
which lists permitted health &
nutrition-related claims.
ESSENTIAL READING:
• EU Register of nutrition and health
claims made on foods (v.3.6)
(europa.eu)
• Nutrition claims (europa.eu)
Selecting Claims…
Top five healthy-ageing related claims
(targeting seniors)
1. Digestive/
gut health
2. Energy /
Alertness
3. Heart
Health
4. Immune
Health 5. Brain /
Cognitive
health
(According to Innova Market Insights)

10. Co-funded by the
Erasmus+ Programme
of the European Union
Innovating
food
for
seniors
www. innovatingfoodforseniors.eu
That was a nice and short
Module but very important
subject for any food
producer...we continue the
subject of Packaging and
Labelling in Module 7
...please keep going, to
learn how to be more
innovative and user centric
in your approach