Nutritionist calls for NZ food watchdog system

DAVID HALLETT/The Press

FINE PRINT: Canterbury public health nutritionist Bronwen King with some of the food products that claim health benefits.

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Consumers are being told to be wary of health-product claims in the wake of a major European study.

Claims over the health benefits of probiotic bacteria, taurine-based energy drinks and glucosamine have been rejected by the European Food Safety Authority (EFSA).

The findings have prompted calls for the creation of a New Zealand watchdog to ensure consumers are not misled.

Canterbury public health nutritionist Bronwen King said the EFSA findings illustrated the need for greater vigilance.

"The general public is never adequately prepared against marketing expertise – they know how to push our buttons," she said.

"A good watchdog system will bring it home that a healthy diet is what we should be focusing on."

There had been a big increase in the foods claiming health benefits. Many were presented as a "magic bullet" formula that people could take rather than maintaining a healthy diet, she said.

"People are looking for simple cures and forget the basics – that a good, healthy diet will give your body everything it needs to stay healthy."

Nutritionist Bronwen King said companies got around the law preventing direct health claims by highlighting a product's contents and linking that with the ingredient's general health benefits.

The EFSA review was prompted by a 2006 European Union law that all medical-sounding marketing claims be verified.

Of the first 500 claims investigated, 350 were unproven.

Scientists looked at 180 strains of "probiotic" bacteria used in drinks and yoghurt, which were said to improve gut health or immunity.

Ten were rejected, while the others did not provide enough information to prove their claims.

Taurine – an amino acid added to energy and sports drinks such as Red Bull – was not found to boost energy.

Claims that glucosamine and chondroitin were beneficial for joints were also unproven.

Claims shown as true included the benefits of dietary fibre and fatty acids to lower cholesterol, and sugar-free chewing gum for dental health.

Probiotic drink Activate, made by Goodman Fielder, claims its strain of probiotic bacteria will "balance your natural intestinal flora" and keep immune and digestive systems strong and healthy. The company did not want to comment on the European research, but said its products met New Zealand food standards.

Red Bull energy drink claims to "increase concentration and reaction speed". Red Bull also did not respond to requests for comment.

Green Party food spokeswoman Sue Kedgley supported the call for a watchdog to ensure food labels were truthful. She said New Zealand labelling laws were very loose.

"There's almost no monitoring that I'm aware of," she said.

"People get away with making all sorts of statements and claims.

"Labels should be principally there to inform consumers and provide accurate information about what's in food, not just for marketing food."

Food Standards Australia New Zealand has been working on a new policy for nutrition and health-related claims since 2003.

A review of the draft strategy will go to the ministerial council in March.

High-level health claims will have to be individually assessed by the authority before being allowed on packaging, the strategy says.

General health claims, which must be pre-approved, will be able to refer to the presence of a nutrient or substance in a food and to its effect on health.

- © Fairfax NZ News