Brazilian regulators open the door to supplement and probiotic innovation1 Feb 2021
Health claim approvals for dietary supplements and probiotics in Brazil are opening the door to market innovation, says one expert – but more work is needed to ensure full consumer transparency.
In the final months of 2020, Brazil’s National Health Surveillance Agency (ANVISA) updated rules around formulations, dosage and usage limits, authorised health claims and labelling for food supplements. The norm was approved by the agency’s collegiate board and published in the Federal Official Gazette.
The new rules are advantageous for brands using certain ingredients. Food manufacturers that use resistant corn starch in their products, for instance, are now able to make a health claim, informing consumers that the nutrient helps absorb calcium from food and retain it in bones, provided the food or supplement provides at least 10 g of resistant corn starch fibre as part of the daily recommended intake.
Dietary supplement brands can also claim that type II undenatured collagen assists in maintaining joint function, when a minimum amount of 10 mg total collagen is used.
The regulation also clarifies the warning labels that some ingredients must bear on their packaging. Supplements containing glucosamine L-methylfolate, for instance, must warn consumers: "In pregnant women, it should be assessed whether the maternal condition justifies the potential risk to the foetus, considering that the evidence is very limited to determine the risk of glucosamine in pregnancy."
Manufacturers have two years to ensure their products are compliant with the new rules.
Dafné Didier, head of regulatory and quality affairs at Tacta Food School, a consultancy headquartered in Fortaleza, said the regulations were created to guarantee that products meet legal requirements regarding constituents, dosage, health claims, and limits, and to accommodate industry innovations.
One company looking to benefit from a recent ANVISA approval is Kerry, which manufacturers the probiotic Bacillus coagulans GBI-30 6086 and commercialises it under the brand name Ganeden BC30. In November last year, ANVISA backed the claim that the probiotic contributes to gastrointestinal health in adults and children over the age of three.
John Quilter, vice president of Kerry’s ProActive Health global portfolio said the approval had sparked a “refreshed interest” in Ganeden BC30.
“All across Latin America consumers are interested in food products with additional benefits for their health and wellbeing,” he said. “Brazil is a very dynamic market regarding innovation and consumers are very aware of the connection between what they eat and drink and their general wellbeing. GanedenBC30 has a very solid scientific background that demonstrates its digestive health benefits and our customers are very interested in it, therefore we knew we had to request the approval from the local authorities for our customers to communicate more effectively to their consumers.”
Kerry conducted its own market research in Brazil and found that 49% of the 800 individuals surveyed had either used products with beneficial bacteria, such as probiotics, over the past six months or would consider doing so.
According to Kerry, Ganeden BC30 is a hardy, spore-forming probiotic which means it is more resistant to processing conditions than other strains and can survive in the food matrices consumers expect to find probiotics, such as yoghurts, breakfast bars, juices and snacks.
In order to be marketed and sold in Brazil, all finished products containing GanedenBC30 must carry the new claim, register their product separately with ANVISA, and include all required disclaimer statements on packaging.
More action needed
Although the recent regulation gives consumers more clarity, Didier believes that more action is needed to ensure full transparency.
“[…] I still believe that a good part of consumers has difficulties understanding the information that is on the labelling of products,” he told The Ingredients Network.
“Even among those who consume [them] with a certain frequency, there is a lot of information on food supplements that needs a greater reading by the consumer for understanding. I believe that we are better than before, but we still need to work more in order that the principle of information and transparency is fully attended.”
C3 on its recent MENA expansion: ‘The region is a hub of tech and culinary innovation’
16 Jul 2021
Omnichannel food tech platform Creating Culinary Communities (C3) is bringing its cloud kitchen and food delivery tech to the Middle East North Africa (MENA) region, announcing a $100 million joint venture in Saudi Arabia just months after expanding to...Read more
Oat milk start-up Bevry on India’s plant-based potential
12 Jul 2021
In this article Pradeep Sanker, co-founder of oat milk start-up Bevry, known as ‘the Oatly of India’ talks about challenges and opportunities in India’s plant-based dairy market.Read more
Small changes to health claim wording have a big impact on EU consumer engagement
28 Jun 2021
An EU-backed study is revealing small changes manufacturers can make to the wording of on-pack health claims to make them more understandable and engaging to consumers, all while respecting the health claim regulation.Read more
CBD’s health halo will drive 2022 growth despite COVID-19 setbacks
14 Jun 2021
Despite CBD being an indisputably on-trend ingredient, the US CBD market was not immune to the negative economic impacts of the COVID-19 pandemic last year, particularly due to nationwide store closures, new consumer priorities, and CBD price drops.Read more
Lidl Cheddar cheese shows rising popularity of carbon neutral food
31 May 2021
Hard discounter Lidl will launch a carbon-neutral Cheddar cheese in UK stores before the end of the year. Are carbon neutral products the next big thing in sustainable food?Read more
Access in the spotlight this World Hunger Day
21 May 2021
The Hunger Project has made huge progress in reducing global hunger, but Covid-19 has worsened poverty and limited food availability in many communities. This World Hunger Day, the focus is on access – to food, but also to essential resources like educ...Read more
US sugary drinks tax could be on the cards
17 May 2021
A federal excise tax on sugar-sweetened beverages could be on the cards in the US as a Democrat lawmaker announces plans to resurrect the SWEET Act, which proposes a tiered tax.Read more
Singapore start-up ‘makes bad carbs good’ with plant-based fibre blends
25 Jan 2021
Alchemy Fibre makes plant-based fibre blends that lower the glycaemic index (GI) of refined carbohydrates without altering their taste, texture or colour.Read more
Is it time European policymakers define what ‘natural’ food is?
18 Jan 2021
Consumers are being misled over products that claim to be natural but contain artificial ingredients. Is it time for a legal definition?Read more
Veggie-packed food brands fill the gap between ‘plant-based’ and ‘vegetable-rich’
11 Jan 2021
Generation Z – the generation of people born between 1997 and 2012 – may be fuelling the plant-based food trend but, paradoxically, they are not eating enough plants, creating a white space for products and ready meals that put vegetables centre-stage.Read more
Are you a supplier?
Here's what we can do for you
- Generate quality leads for your business
- Stay visible for 365 days of the year
- Receive product inquiries and respond to meeting requests directly
- Improve company online presence through Search Engine Optimisation