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Promoting healthy foods without falling foul of the Fair Trading Act




Category: News

There is a real focus in the food industry on producing food that is enjoyable, convenient and healthy for consumers.

This has become even more important now that consumers are conscious of the issues with obesity and the need for industry and the community to tackle the problem.

Many companies are looking to use ingredients with proven nutritional and physiological value in their product development, to provide added health benefits for their customers. They come to Catalyst for advice on product development and within requirements of the various regulations and the Fair Trading Act, what you can and, more importantly, cannot say about the nutritional and health value of your food products.

It’s not just labels, but marketing material and website information. People can lay complaints with the advertising standards agency if they consider that the information is untruthful, misleading, unsubstantiated, and/or unscientific.

Catalyst recently worked with Viberi, a producer of New Zealand organic blackcurrant berries, on the labelling of their product.

They were finalists in the 2015 and 2016 food awards, so it was very important for them to be correct.

We worked with them to look at the composition of their products, to see what nutrition content and health claims they could make on their label. It’s a fine line to walk between providing information to help consumers make healthy choices and over-talking what food can do for you.

Viberi managing director Tony Howey says it chose to work with Catalyst because the company knew of their experience with understanding the complex area of nutrition and health claims, as well as being easy and flexible to work with.

“We are very happy with the new look of our pack and now feel confident about our claims,” he says.

If you would like to know more about how we can work with you or your business in the health food space please contact Jane.

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Promoting healthy foods without falling foul of the Fair Trading Act

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