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HEALTHY CONFECTIONERY will result in an approved ‘functional health claims’ list by January 2012, contains 4,185 claims for consideration. Only around 1,000 of these claims have not required further clarification, and even these will not have the evaluation completed until later this year. Other submissions are being evaluated under article 14 of the legislation – disease risk reduction claims. Overall, there will be considerable changes in the generally accepted health claims that can be made on products, including confectionery, as a result of this new legislation. Chewing gum is an area where products are often positioned as having ‘functional’ health benefits. These products are often associated with breath freshening, nasal decongestion and/or tooth cleaning functions, although still ostensibly being positioned as confectionery products. The common factor with many chewing gum products is that they are already mostly sugar-free. In global market terms, less than 10% of the total chewing gum market is based on sugar. In most instances these products have been developed to deliver the desired attributes of taste and texture to the consumer. These factors cannot be ignored when developing products. Just telling consumers how ‘healthy’ a product is will not encourage repeat purchases if the product does not match the expectations of the consumer. An appealing flavour and texture are the primary objective, and something that ingredient suppliers must also place at the top of the list of demands for their developments. As the impact of the claims legislation is realised in Europe, the market for foods making these claims will also change. A
recent review by the European Food Safety Authority (EFSA) resulted in the opinion that a claim that ‘xylitol chewing gum reduces the risk of caries in children’ would be acceptable. Submissions made have supported the use of this claim on chewing gum products sweetened with 100% xylitol and are based on data showing a consumption of 2-3g of chewing gum per day after meals. These levels of xylitol can readily be formulated into chewing gum. The taste and texture found in these products would also be acceptable to the consumer as it would match that of products already found on the market and accepted as a ‘standard’ product. Xylitol in chewing gum will also deliver the cooling impact that can be used to develop the flavour sensations desired by both adult and child consumers. A cooling effect has long been associated with mint based flavours, but fruit flavours often benefit from this cooling effect as well, which provides added freshness and juiciness to the flavour. Overall, despite the potential slow down in the growth of the confectionery market, there still remains a requirement to deliver tasty products that can improve the overall nutritional profile of the products. The essential area is that these healthier options can continue to satisfy the expectations of the consumers. These products need to be chosen primarily for their overall eating properties, and the marketing position as a healthier product would cement the choice for the consumer. Reducing sugar and calories should not – and does not – mean reducing enjoyment. www.danisco.com/sweeteners
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Healthy Foods & Snacks Spring 2009
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