Presentation on theme: "WEBINAR June 10 th, 2013 Evolution of European regulation on PARNUTS foods What impacts on markets and communication? Nathalie HUTTER-LARDEAU, nutritionist,"— Presentation transcript:
WEBINAR June 10 th, 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 end- users?
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 Example gluten free Parnuts and Gluten Free and Very Low GlutenFoods 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 « Gluten-free choco butter biscuits with milk chocolate »
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 Conclusion
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
Core Communication Message Define key communication points/ targets Primary target Prescriber Communication –health professionals (ex mailing) Press Pack + B2B campaign Medical / nutrition event Secondary target Consumer Communication Press pack +B2C campaign Communication towards prescribers and end-users
Support in issues Health / Nutrition / Food security: Communication towards prescribers and end-users Consumer service, consumer services, toll- free number for crisis, crisis management, qualitative study, recipes booklet… Nutritional labelling, information letters Communication towards medical prescribers: Mailing, information letters, congress organisation, medicals, training units, publication in the medical press, press files International monitoring, scientific committees, scientific files, advice assistance, formulation, product optimization, medical committee and crisis management Approve Promote Communicate Develop Expand Relay Scientific expertise Consumers Manufacturers Support in issues Health/Nutrition/Food safety: Communication towards consumers: