New Delhi: In a first-ever instance, global consumer goods giant Hindustan Unilever (HUL) is under government lens for making tall claims on its malted beverage ‘Kissan Amaze’ by declaring that it gives 33% key brain nutrients required by children daily. The multinational’s claims are being investigated by a committee set up by the Food Safety and Standards Authority to study whether the company violated certain regulatory provisions relating to misleading or deceptive food claims. “We have set up a committee specifically to examine claims made by Hindustan Unilever and see how scientific they are. The company has submitted data which the committee will examine and give its report by December,’’ Food Safety and Standards Authority chairman P I Suvrathan told TOI, adding “after which we will have a detailed procedure in place on misleading advertisements on food and beverages’’. When contacted, an HUL spokesperson said: “We had received a communication from (the) government about two months back; and in response to that we had submitted all the research work and all technical inputs to satisfy the concerned authorities that our claim is fully justified. We believe we have satisfied the government authorities as we have answered all the queries raised.’’ HUL launched Kissan Amaze in February last year—a specifically designed brainfood for school-going children. Amaze is being testmarketed in Tamil Nadu, Karnataka and Andhra Pradesh. The company says that each serving of Amaze provides the right type of brain nutrients, in the right combination, giving children 33% of their required nutrients for mental development. The five-member committee headed by Vasantha Muthuswamy, former deputy director general Indian Council of Medical Research, will look into such claims relating to brain development to establish whether these are supported by scientific evidence. The company’s product may also be tested by scientists and experts. The committee will also study whether these claims have an adverse impact or discourage healthy eating habits of children. Several food and consumer goods companies are airing advertisements or printing labels that promise health, wellness with a whole lot of nutrients.
Most consumers are misguided and confused by such claims and have no ways of knowing whether these are actually true. The committee will make recommendations regarding supporting evidence required for food claims, and whether such claims can be allowed without advertisements. The authority plans to involve consumers for their feedback to such advertisements as well. --~--~---------~--~----~------------~-------~--~----~ You received this message because you are subscribed to the Google Groups ""GLOBAL SPECULATORS"" group. To post to this group, send email to [email protected] To unsubscribe from this group, send email to [email protected] For more options, visit this group at http://groups.google.com/group/globalspeculators?hl=en -~----------~----~----~----~------~----~------~--~---
