Transcript WEBINAR June 10th, 2013

WEBINAR
June 10th, 2013
Evolution of European regulation on
PARNUTS foods
What impacts on markets and
communication?
Nathalie HUTTER-LARDEAU, nutritionist, Atlantic Santé, France
Atlantic Santé - Nutrition
and Health Communication
13 rue des Ruisseaux
53000 LAVAL
02 43 58 01 00
www.atlantic-sante.info
A multidisciplinary team :
Nathalie HUTTER LARDEAU – Director Founder
Florence POIRIER – Agency Director
With nutritionist engineers, agricultural engineers and
dieticians.
A scientific experts network :
Atlantic Santé relies on known scientific experts in order to
manage its expertise.
How to efficiently communicate
towards prescribers and/or endusers?
Origin of changes (1)
Different interpretations and classifications
 different interpretations and classifications by the Member states - >
different product positioning
 borderline products :
General food vs specific food ?
Examples :
- Added sterols : for people suffering from cholesteremia or for general
population ? –> Impact of classification on use of the product and consumer
health (considered by experts as a drug, not suited for pregnant women)
- Soy free or milk free products : general foods but classified as dietetic if
considered as products as directed to persons suffering from soy allergy
Origin of changes (2)
-
Gluten-free: a necessity for certain consumer groups a trend and lifestyle
for others.
 the perception of «dietetic »
Interpretation of the term « dietetic foods »
Experience from Atlantic Santé Call Center
« dietetic foods »  « slimming foods »
Dietetic foods are not necessarily less-calorie foods
« dietetic foods »  « organic foods »
Consumers think that dietetic foods are organic
Origin of changes (3)
Consequences
- Global confusion for consumers
- Potential impact on health - > importance of correct use of products by
general and specific vulnerable populations
-> Necessity of legal clarification keeping in mind consumer health and safe
use of products
-> Necessity of consumer information and education
Perceived nutritional benefits vs real nutritional benefits
Proposed changes
Restriction of Parnuts to
Infant formula and follow-on formula; processed cereal based foods and baby
food and young children and medical foods
-> No major uncertainties for categories above (except ban of pictures on follow
on formulae and uncertainty on growing up milks)
-> Reinforced safety
Some points of discussion for other categories
- Removal of dietetic concept –> what information, what communication
- Gluten-free’ and ‘very low gluten’ claims
Labelling (added to new labelling rules ?)
Removing from Parnut : what impact on people suffering from coeliac disease ?
- Lactose free ? No specific legislation for the time being but under discussion
Proposal for Changes
« Gluten-free choco butter biscuits with milk chocolate »
Example gluten free
 Parnuts and Gluten Free and Very Low
Gluten Foods specific directive :
41/2009/EC replaced by
 Nutrition and Health Claims
Regulation 1924/2006/EC + special
labelling added to Food Information
regulation or included in vulnerable
groups legislation ?
- > Uncertainty
- -> impact on communication
Conclusion
Except for products for vulnerable groups remaining within the
original framework
The key point will be to handle products which were positioned as
dietetic products before
Communication
Brands and products will have to prove their reason why
and their credibility
Provide scientifically proved information in a comprehensive form ->
Avoid new confusion, be transparent
Position themselves as experts and provide a global response to
specific consumer demands
Address both health professionals and end users
Communication towards
prescribers and end-users
Medical / nutrition event
Press Pack + B2B campaign
Press pack +B2C campaign
Consumer Communication
Prescriber Communication –health
professionals (ex mailing)
Primary target
Secondary target
Define key communication points/ targets
Core Communication Message
Communication towards
prescribers and end-users
Communication towards medical
prescribers:
Develop
Expand
Approve
Mailing, information letters,
congress organisation, medicals,
training units, publication in the
medical press, press files
Manufacturers
Support in issues Health /
Nutrition / Food security:
Support in issues
Health/Nutrition/Food safety:
International monitoring, scientific
committees, scientific files, advice
assistance, formulation, product
optimization, medical committee and
crisis management
Relay
Communicate
Scientific
expertise
Communication
towards consumers:
Consumers
Promote
Consumer service, consumer services, tollfree number for crisis, crisis management,
qualitative study, recipes booklet…
Nutritional labelling, information letters
Thank you for your attention!