2004 DAIRY FORUM: Health Claims Driving Brand Sales and How They Will Work for You

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2004 DAIRY FORUMHealth Claims -- Driving Brand
Sales and How They Will Work for You

• Victor Fulgoni, III, PhD
• Nutrition Impact, LLC
• January, 20, 2004

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HEALTH CLAIMS

• Health claims describe a relationship between a
  food/food substance and a disease or
  health-related condition
• Based on significant scientific agreement (SSA)
• Petition
• FDAMA notification based on an authoritative
  statement of a scientific body
• Qualified health claims are based on less than
  SSA A, B, C, and D level claims

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HEALTH CLAIMS TIMELINE
WHOLE OATS/ OAT BRAN
OATRIM
ORIGINAL NINE
SOY PROTEIN

POTASSIUM


WHOLE GRAINS
W. GRAINS II
PSYLLIUM
STEROL/STANOL ESTERS
FDAMA Claims
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OATS
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GENERAL MILLS CHEERIOS
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GENERAL MILLS CHEERIOS
AFTER THE FDA OAT CLAIM APPROVAL PROCESS GENERAL
MILLS CREATED NEW ADS AND CHEERIOS GREW ALMOST 11
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GENERAL MILLS HONEY NUT CHEERIOS
LATE 2002, GENERAL MILLS REFORMULATED HONEY NUT
CHEERIOS TO ALSO BE ELIGIBLE FOR THE HEALTH CLAIM
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GENERAL MILLS CHEERIOS
CLAIM EVOLUTION
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TROPICANA PURE PREMIUM POTASSIUM
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TROPICANA PURE PREMIUM - POTASSIUM
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QUALIFIED HEALTH CLAIM - NUTS
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STRUCTURE/FUNCTION CLAIMS

• Structure/function claims describe the role of a
  nutrient or dietary ingredient intended to affect
  a structure or function in humans
• "calcium builds strong bones"
• "fiber maintains bowel regularity
• "antioxidants maintain cell integrity
• promotes relaxation
• promotes urinary tract health

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STRUCTURE/FUNCTION CLAIMS

• Weight loss and weight management claims are
  typically structure function claims

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KELLOGGS SPECIAL K
Have Special K and milk for breakfast and
replace lunch or dinner with another bowl of
Special K and milk
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KELLOGGS SPECIAL K
Supported by a clinical Study that showed Average
weight loss of 4.2 lbs. This effort led to double
digit Growth for the brand
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SUBWAY

• Breakfast - coffee
• Lunch - "I ate the 6-inch turkey, tons of
  vegetables, including hot peppers and a bit of
  spicy mustard." He left off the mayonnaise and
  cheese and had a bag of Baked Lays potato chips
  and a diet soft drink.
• Dinner - Footlong veggie sub - again no
  mayonnaise or cheese.

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LOW CARBS
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WHEN MAKING CLAIMS
USE COMMON SENSE!
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- Ad campaign comparing fat/calories to
Whopper! - Ad regarding weight loss - Ad super
touting carb content
Enter CSPI ? FTC
OOPS! KFC has announced it has pulled its
recent ad campaign
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Lowering your blood pressure Never tasted so
good A new clinical study shows enjoying two
glasses of Tropicana Pure Premium every day can
lower your blood pressure an average of ten
points.
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Gained 28 pounds
Lost 30 pounds
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