PROVE YOUR CLAIM, ELSE FACE THE CONSEQUENCES!

Nutritional labeling and health claims printed or promoted through the media help the food industry to reap rich benefits and many such claims are based on general publications taken in isolation or limited animal and clinical studies. In India one can see every day products being promoted to make children tall, smart and sharp. Or the double protein hoax played on the consumer just because the product contains marginally higher proteins of unknown quality. One manufacturer uses the unheard of terminology 'nutriabsorption science', whatever that means, to impress on the consumer about better availability of nutrient through more efficient absorption, if their product is consumed. All these claims apparently have no shred of scientific evidence to support.

Look at Europe where concerned authorities are making it difficult to make such claims by insisting on data generation to support. " Breakfast cereal manufacturers will be forced to abandon many health claims used to promote their products unless they can be scientifically proven, under a European Union clampdown. The move will hit some of the UK's most popular cereal brands and other foods, many of which claim to improve health because they have been enhanced with ingredients such as vitamins and oat bran, but which also contain high levels of sugar, fat or salt. Kellogg's, which makes Special K, Frosties and Optivita, and Nestlé, which produces Shreddies and Cheerios, could be among the biggest firms affected".

Obviously there is some one in Europe who cares for the interests of the consumers unlike in India where many manufacturers are indulging in such wild claims day and night with total impunity. Neither the Health Ministry nor the MFPI seems to be bothered about such a state of affairs, leaving consumers to decide themselves about the veracity of such claims!

V.H.POTTY
http://vhpotty.blogspot.com/
http://foodtechupdates.blogspot.com