Alimentarius health claim substantiation CAP logo

Committee of Advertising Practice

A major functional food brand wished to increase the marketing claims on an existing weight management product. They approached Alimentarius to get an opinion on additional claims that could be used on the product. After reviewing the proprietary data on the product Alimentarius prepared a detailed scientific dossier for the company and submitted it to the UKs’ Committee for Advertising Practice (CAP) for evaluation. They agreed the data provided by Alimentarius adequately supported a variety of claims relating to weight control, including the headline claim ‘increases fat burning’ which CAP considered this a breakthrough claim. The utilisation of the new claims on pack and in marketing increased consume appeal and translated to a dramatic increase in product sales. The claim substantiation dossier prepared by Alimentarius was used by our client to obtain product listings with major high street retailers including Boots.