How will the new health claims system in Europe impact the state of play in the North American market? Lorraine Heller speaks to a leading international ingredients supplier about the potential marketing and regulatory implications.
According to Bas van Buijtenen, VP at DSM Nutritional Products Europe, a culture of mass health claims rejections in Europe would significantly restrict the market in Europe. This, in turn, could generate a re-evaluation of business practices and product positioning across the Atlantic.
However, this is not yet the end of the road, he said.
“I’m still optimistic that there will be some more common sense in the European approach and that some of the things that we’ve been seeing today are not necessarily the final word.”