Works

When food brands ask whether they have “enough evidence” to support a nutrition or health claim, the answer is rarely straightforward.

“High fibre” is one of the most familiar and most misunderstood claims on food packaging.

“Gut health” has become one of the most overused and least clearly defined concepts in nutrition and food marketing.

If you’ve ever thought “there’s a study that supports this claim – why isn’t that enough?” you’re not alone.

Health and nutrition claims are powerful marketing tools, yet many brands make critical mistakes before products even reach development.