The European Health Claims Regulation EC 1924/2006 has changed the way product innovation is conducted in Europe. Currently, manufacturers seem to have two options for developing new products: 1) formulate by mixing and matching the so-called generic (Article 13.1) health claims that are authorized for vitamins, minerals and a few “other substances” to create a competitive positioning; and 2) put the new product through gold-standard clinical trials in order to file an application for a proprietary health claim.

Obviously, the first option is less expensive and less time-consuming than the second, however, other manufacturers may have the same idea, which would put the new product’s unique selling proposition (USP) in doubt. The second option, for many companies, is prohibitive because of the costs involved, and there’s a very real risk that the European Food Safety Authority (EFSA) could reject the health claim application.

However, there is a third option: to make products appealing without EFSA’s help. For example, there are several ways to make a product attractive to a variety of target demographics without even mentioning health claims. If the goal is improving an existing product, manufacturers might want to look at some of the following options in order to improve the product formulation.

One method involves the modification of ingredient solubility, which may lead to better taste—and taste is still king, especially in products that are meant to stay in the mouth for a while.

Another good option is to enhance product texture. Mouth feel is as important for some consumers as taste. Again, this is a good way to increase product appeal for children.

Manufacturers also have the opportunity to modify their product in a way that makes use of the “natural” claim. The importance of this claim cannot be overestimated. A long list of additives on the label will give many consumers a strong reason not to buy a product. Many plant-based ingredients can perform the same function as synthetic additives.

Speaking of claims, these statements have high appeal: allergen-free, gluten-free, lactose-free. The target demographic for these claims is growing, as more and more consumers find themselves affected by disorders connected to them.

In the same vein of removing additives from products in order to make them more appealing to a larger consumer base, halal and vegan claims are well understood by the target demographic. Using these claims does not require expensive clinical trials or huge marketing efforts. Halal claims open up markets that cannot be reached by any other claim, and the percentage of vegan consumers is increasing.

Emotional claims offer another option. These claims appeal to the consumer’s supposed emotional state when he or she uses the product, or to how it will make them feel when using it. Coupled with a style of language appropriate for the target demographic, this can be an effective strategy, especially when aimed at teenagers and tweens.

Another way to profit from consumer attitudes is to make statements about sustainability measures. These claims can be a deciding factor in the purchasing decisions of educated consumers and are worth including on product labels and company websites.

Companies can also increase the appeal of existing products by giving the delivery form a makeover. There are at least two new delivery form options these days.

Gel form: An ideal line extension, gels do not require consumers to drink water with the product, and thus have a high convenience factor. These products are also more practical than supplements in powder form and don’t become as unstable as liquids.

Gelatin-free jelly gums: A good alternative for soft-gel capsules, these jellies can be loaded with flavors and filled with botanical extracts that do not need to be dried. They can claim natural, kosher and halal, and are appealing to vegetarians. Even better, they are easier to swallow than capsules, and are consequently more appealing to children.

There are ways to innovate on the ingredient side of product development without even searching for new ingredients.

If possible, use sustainable plant-based ingredients and make statements about this on the label. Today’s sophisticated consumers are aware of the environmental consequences of cultivation. If you can find a way to source your plant-based ingredients sustainably and say so on your product label, you have already scored with your target demographic.

As these examples have shown, there are many ways to innovate product lines or to develop a completely new product within the restrictions of the Health Claims Directive. Experienced consultancies such as analyze & realize with more than 20 years of expertise in the natural product industry will help to identify these alternatives in accordance with the respective company’s strategic strengths.    
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Dr. Joerg Gruenwald is president of analyze & realize ag, a specialized business consulting company and CRO in the fields of nutraceuticals, dietary supplements, herbals and functional food, and author of the PDR for Herbal Medicines. He can be reached at analyze & realize ag, Waldseeweg 6, 13467 Berlin, Germany, Tel: 49-30-40008100; Fax: 49-30-40008500; E-mail: [email protected]; Website: www.analyze-realize.com.