Beverage Spectrum September 2011

THE SCIENCE OF SUBSTANTIATION

BY JUSTIN J. PROCHNOW For those in the beverage, food and supplement industries who were relieved that they would never have to hear about subjects like biology or chemistry again after graduation from high school or college, the recent regulatory climate has brought back some unpleasant memories.

Whether being used to determine the safety of ingredients and products or providing substantiation for claims, science has permeated the beverage, food and supplement industries deeper than ever. Science has always been important from the perspective of product development and manufacture; now, it’s become a key to advertising and promotion.

With that broadening of the role of science, companies must now have scientific support for virtually everything they do. Increasingly, they are defending against congressional leaders attacking the safety of the dietary supplement industry or responding to regulatory agencies taking action for unsubstantiated ingredients or claims.

Events of the past few months underscore the growing need for companies, retailers, and distributors to become familiar with the science behind the manufacture and marketing of some of these products. C 30 BEVERAGESPECTRUM.SEPTEMBER.2011