The food code in Australia currently prohibits any claim to do with health (with a couple of exceptions such as folate). But the rules are due to be revised in April 09 and the gloves are already coming off….
So… a broad based claim like “the antioxidant superpower” looks like it will be safe. Or will it?
The new FSANZ guidelines classify antioxidants as a “biologically active substance” so they require (PDF):
- The amount of biologically active substance present in the food will have to bedisclosed in the nutrition information panel. (How much antioxidant?)
- Claims must not include any descriptors in relation to the level of the substance in the food, e.g. that a food is a good source, high in, rich in, and synonymsthereof. (How much of a Superpower?)
- The amount of substance necessary to achieve the health effect and the amount contained in a serve of the food must be stated in the general level health claim. (Heath’s angel, but with HOW many drinks?)
- At least 10% of the amount of biologically active substance that is required to be consumed per day to achieve the desired health effect will have to be present in a serve of food. (10% of a day’s antioxidants in a drink)
- All claims will have to be fully substantiated. (Hmmmm….)