Pro-biotic drinks face ban over health claims

A HOST of popular health drinks in the multi-billion euro pro-biotic market could be banned because they are inadequate, ineffective and cannot prove their medical claims, the EU has ruled.

Experts at the European Food Safety Authority (EFSA) have decided that products such as Yakult must change their advertisements if they are to avoid being barred from stores in Ireland and the rest of Europe.

Health drink products are regularly sold at higher prices than their “ordinary” counterparts due to the supposed benefits they provide, including immune and digestive system support.

However, according to independent scientists behind the EU body, the vast majority have no real proof they can do either.

Major companies in the multi-billion euro industry are set to challenge the EFSA conclusions, with some already questioning how the products were tested by the body.

However, the EFSA has insisted it will be standing by its tough terms, stating that it has been given no proof of the effectiveness of certain products.

The independent body has concluded that while pro-biotic manufacturers claim their products strengthen defences, improve immune function and reduce digestive problems, the facts to support the claims do not exist or are so general they should be ignored.

As a result, if companies in the pro-biotic health drinks industry do not take steps to change the wording of their promotions and if their challenges to the conclusions fail, they could be banned from sale in Europe.

A separate EFSA study has also concluded the popular health yoghurt drink Yakult cannot prove the benefits it claims to provide.

As part of the research, the product’s makers submitted 12 individual studies supporting statements of the benefits connected to its own strain of pro-biotic bacteria – Lactobacillus casei shirota.

This strain is regularly emphasised on Yakult promotions, with a recent TV advertisement stating: “Billions of friendly bacteria help keep your gut healthy, and a healthy gut helps make for better digestion and stronger natural defences.”

However, the EFSA has ruled there is inadequate information to support claims including the statement that Yakult can maintain immune defences against the common cold.

“We wish to discuss the evaluation process, scientific criteria and this outcome with the EFSA,” a Yakult statement in response to the conclusion read.

“Taking into consideration the outcome of this assessment, we will focus all our efforts on the preparation and submission of new health claim dossiers.

“With the benefit of further guidance, the company anticipates a positive EFSA opinion in due course,” it added.

The EU decision came after one of the pro-biotic drinks industry’s biggest companies, Danone, withdrew its claims that products such as Actimel and Activia improved the immune and digestive systems earlier this year.

As such, while its advertisements continue to promote the yoghurts as good for digestive health, the company said its items are not connected in any way to the latest EFSA ruling.

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