Customers are questioning your food product's scientific claims. How will you address their concerns?

Most customers purchase premium products with no preservatives or claims like gluten-free, dairy-free, etc. They will ask that you say that it is gluten-free, but it has oats. Because the grains that contain gluten include all species of wheat, barley, rye, and some cultivars of oats, we have to explain that our oats do not contain gluten, and while purchasing the raw materials, we will take COA from the supplier, which results in no gluten in the oats that we purchased.

Firstly, be upfront about the scientific evidence supporting your claims. Clearly explain the research that has been conducted and the level of scientific support behind the claims. Be transparent about the regulatory approval process for your claims. Explain that all health claims must be reviewed and authorized by the correspondent National Health Authority to ensure they are supported by significant scientific background. This can help build trust in the legitimacy of any food product's claims.

Understanding Health and Business Integrity: A Clinician Founder’s Perspective As a clinician founder of an FMCG business, I understand the challenges from both the client and business perspectives. Clients have legitimate concerns about what they consume, whether to stay fit and healthy or follow a clinician’s dietary advice. For clients, health is a priority. From a business perspective, it’s crucial that health claims are supported by rigorous testing and standardized agencies to align with peer-reviewed publications before getting certified. We conduct regular testing to maintain these standards. This process provides peace of mind to the provider, intermediary, and end-user alike.

Legally speaking, there are only two defined claim categories that governments regulate in-depth: health and nutrition claims. Companies can only use them if they comply with the conditions of use such as a product claiming it has a high protein content must contain at least 20% of protein depending on the jurisdiction. The emergence of unregulated claims such as keto, guilt-free or good for the planet may spark mistrust from consumers due to their lack of legal definition. Thus, as a brand, you should define your self-proclaimed claims to avoid scepticism from consumers in the first place.

If you display health or nutrition claims, you must legally be able to back up your claims by having the nutrient that you claim in a significant proportion for a nutrition claim or by having studies that have been reviewed and accepted by authorities for health claims. As for unregulated claims, i.e. that they are not legally defined yet like green or environmental claims, you need to substantiate them by presenting data directly to consumers by having them accessible via a QR code or on your website. Stating that your product is "green" because it does not contain ingredients that are linked to deforestation is not enough, you need to explain why it is green according to your criteria such as land and water usage.

Present scientific evidence supporting the claims in question, such as results from clinical studies, research papers, or data from reputable sources like government agencies or independent laboratories. Clearly explain the methodology and findings of the studies backing your claims, highlighting any certifications or endorsements that validate the product's efficacy and safety. Use accessible language to explain complex scientific concepts, ensuring customers understand how the evidence supports the product's benefits. Invite customers to ask further questions and provide additional resources if needed, demonstrating openness and reliability in addressing their concerns.

If you use studies to back your claims, they must have been conducted by accredited experts like food scientists according to a certain methodology. Additionally, once the studies are generated, you can hire a food law consultant to make sure to display your claim in a non-misleading and accessible way.

Transparency is particularly relevent when introducing new concepts or technologies such as cell-based meat, precision-fermentation-derived ingredients, and microbial proteins. Meeting consumers where they are is crucial to foster their understanding and ensure that they will adopt these new ingredients once they are available on the market. The most effective way to explain something clearly is to put yourself in someone's shoes that had never heard of the concept before.

Provide a short explanation on how claims are regulated in the country where you are selling. Engage with your audience to address questions you may have not covered in the material you have already in place such as a Q&A or articles. This will enable to build trust with your audience.