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WEBINAR June 10 th , 2013

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

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WEBINAR June 10 th , 2013

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  1. WEBINAR June 10th, 2013 Evolution of Europeanregulation on PARNUTS foods What impacts on markets and communication? Nathalie HUTTER-LARDEAU, nutritionist, Atlantic Santé, France

  2. 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 – DirectorFounder Florence POIRIER – Agency Director Withnutritionistengineers, agricultural engineers and dieticians. A scientific experts network : Atlantic Santé relies on knownscientific experts in order to manage its expertise.

  3. How to efficientlycommunicatetowardsprescribers and/or end-users?

  4. Origin of changes (1) Differentinterpretations and classifications  differentinterpretations and classifications by the Member states - > differentproductpositioning  borderline products : General food vs specificfood ? Examples : - Addedsterols : for people sufferingfromcholesteremia or for general population ? –> Impact of classification on use of the product and consumer health(considered by experts as a drug, not suited for pregnantwomen) - Soy free or milk free products : generalfoods but classified as dietetic if considered as products as directed to personssufferingfromsoyallergy

  5. 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 « dieteticfoods » Experiencefrom Atlantic Santé Call Center « dieteticfoods »  « slimmingfoods » Dieteticfoods are not necessarilyless-calorie foods « dieteticfoods »  « organicfoods » • Consumersthinkthatdieteticfoods are organic

  6. Origin of changes (3) Consequences - Global confusion for consumers - Potential impact on health - > importance of correct use of products by general and specificvulnerable populations -> Necessity of legal clarification keeping in mind consumer health and safe use of products -> Necessity of consumer information and education Perceivednutritionalbenefits vs real nutritionalbenefits

  7. Proposed changes • Restriction of Parnuts to • Infant formula and follow-on formula; processedcerealbasedfoods and baby food and youngchildrenand medicalfoods • -> No major uncertainties for categoriesabove (except ban of pictures on follow on formulae and uncertainty on growing up milks) • -> Reinforcedsafety • Some points of discussion for othercategories • Removal of dietetic concept –> what information, what communication • - Gluten-free’ and ‘verylow gluten’ claims • Labelling (addedto new labelling rules ?) • RemovingfromParnut : what impact on people sufferingfromcoeliacdisease ? • - Lactose free ? No specificlegislation for the time being but under discussion

  8. Proposal for Changes • Example gluten free • Parnuts and Gluten Free and VeryLow Gluten Foodsspecific 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 withmilkchocolate »

  9. Conclusion Except for products for vulnerable groups remainingwithin the original framework The key point willbe to handleproductswhichwerepositioned as dieteticproductsbefore

  10. Communication Brands and productswill have to provetheirreasonwhy and theircredibility Providescientificallyproved information in a comprehensiveform -> Avoid new confusion, be transparent Position themselves as experts and provide a global response to specific consumer demands Addressbothhealthprofessionals and end users

  11. Communication towardsprescribers and end-users Press pack +B2C campaign Medical / nutrition event Consumer Communication Press Pack + B2B campaign Prescriber Communication –health professionals (ex mailing) Primary target Secondary target Define key communication points/ targets Core Communication Message

  12. Communication towardsprescribers and end-users Communication towardsmedicalprescribers: Mailing, information letters, congress organisation, medicals, training units,publication in the medicalpress, press files Relay Develop Expand Communicate Manufacturers Scientific expertise Approve Communication towardsconsumers: Support in issues Health/ Nutrition / Food security: Support in issues Health/Nutrition/Food safety: Consumer service, consumer services, toll-free number for crisis, crisis management, qualitative study, recipesbooklet… Nutritional labelling, information letters Consumers International monitoring, scientific committees, scientific files, advice assistance, formulation, product optimization, medical committee and crisis management Promote

  13. Thankyou for your attention!

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