BRANDED FOODS-NEW FINDINGS ABOUT THEIR NUTRITIONAL DECLINE

Nutrition labeling in food packs was considered one of the most significant policy changes world over to make the process of making and marketing food more transparent. The right of the consumer to know exactly what is inside a sealed food pack is considered sacred and the front of the pack labeling is intended to serve this objective. Whether this mandatory step has improved the nutritional quality of foods in general is a subject matter of debate. Here comes a report that says the nutritional quality of branded foods turned out by the organized food industry has actually declined since 1990 which must be a cause for alarm. 

"According to a recent Duke study, the nutritional quality of branded foods has decreased over the past 20 years since nutrition facts were required on food products. Researchers at Duke's Fuqua School of Business and the University of Maryland's Robert H. Smith School of Business determined that although taste has improved, the overall nutritional quality of supermarket branded foods has been on the decline. In 1990, the government passed the Nutrition Labeling and Education Act, which required manufacturers to include a "Nutrition Facts" label listing nutrients, ingredients and recommended daily values on food products. The study, which will be published in Marketing Science, examines a selection of food products before and after the NLEA to assess consumer trends and nutritional elements. Lead author of the study Christine Moorman said the NLEA may have unintended negative consequences. Consumers can develop a false sense of security knowing that the federal government regulates the nutritional standards. "Consumers say, 'I'm not going to worry or be as vigilant about it since the regulations are there,'" said Moorman, T. Austin Finch Sr. professor of business administration at Fuqua. "Consumers should be vigilant regardless of regulation. We hope that Duke students, and all consumers, pay attention to nutritional quality." The study also indicates that consumers consider taste to be more important than nutrition—a trend that the market has noticed. Branded foods have improved in taste over the past 20 years. The higher value consumers place on taste compared to nutrition prompted the researchers to suggest policy changes targeted at consumers and firms. "Public policy really needs to consider how to improve the value of nutrition when consumers care more about something else," Moorman said".

Can the industry be blamed for this dangerous trend that is seen in many countries as the food industry, growing at a decent pace, has captured the imagination of consumers, young and the old, by offering excellent products with tantalizing tastes and flavors. After all industry does not work for charity and the economic law necessitates that it works profitably within the frame work of safety norms that are in force. As long as the consumer does not insist on more nutritional products, overriding the sensory quality, the way industry is working to day will go on, no matter what is said and written about these issues. There is a limit how much the governments can do in improving nutritional quality of industry manufactured foods and such changes will have to be consumer driven.

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

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