The EFSA approved 30 percent but rejected 70 percent on the grounds that the applicant had not provided sufficient scientific proof to support the claimed linkage between consumption of a particular food or supplement and the stated health benefit.
The EFSA approved the claims that link 1) calcium and vitamin D with the maintenance of bone health; 2) sugar free gum and the maintenance of dental health; 3) vitamin A and the maintenance of normal bone, teeth, hair and nails.
However, the EFSA did not approve claims made linking 1) apple cider vinegar (as powder) and improved bowel function; 2) taurine and the delay in the onset of fatigue and the enhancement of physical performance; 3) the intake of dietary fibre or omega 3 and maintenance of normal blood cholesterol concentrations; 4) probiotic bacteria with improved gut health; 5) cranberry juice reducing urinary tract infections in women.
The initial probiotic submissions by Danone and Yakult are believed to have been withdrawn and more robust and specific claims made but these latter claims have yet to be ruled on.
Danone have had to pull their current advertising campaign as the Advertising Standards Authority cannot accept their claims until proven.
The full ruling on all 4,185 claims is due at the end of January 2010 although many believe this timeline is not realistic.
Source: The Grocer, The Times, Which?, The Guardian
