May the kiwi force be with you

🥝 A new and incredibly appealing health claim has been approved by the European Food Safety Authority) EFSA for Green kiwifruit (𝐴𝑐𝑡𝑖𝑛𝑖𝑑𝑖𝑎 𝑑𝑒𝑙𝑖𝑐𝑖𝑜𝑠𝑎 “𝐻𝑎𝑦𝑤𝑎𝑟𝑑”)

🪠 The claim is: “𝑪𝒐𝒏𝒔𝒖𝒎𝒑𝒕𝒊𝒐𝒏 𝒐𝒇 𝒈𝒓𝒆𝒆𝒏 𝒌𝒊𝒘𝒊𝒇𝒓𝒖𝒊𝒕 𝒄𝒐𝒏𝒕𝒓𝒊𝒃𝒖𝒕𝒆𝒔 𝒕𝒐 𝒏𝒐𝒓𝒎𝒂𝒍 𝒃𝒐𝒘𝒆𝒍 𝒇𝒖𝒏𝒄𝒕𝒊𝒐𝒏 𝒃𝒚 𝒊𝒏𝒄𝒓𝒆𝒂𝒔𝒊𝒏𝒈 𝒔𝒕𝒐𝒐𝒍 𝒇𝒓𝒆𝒒𝒖𝒆𝒏𝒄𝒚”

📜 The claim, approved with Regulation EU 2025/1560, can be used only for:

(i) fresh green kiwifruits sold as such, or
(ii) fresh green kiwifruits which have only been peeled and/or cut, providing a minimum of 200 g of kiwi flesh, informing consumers that this is the needed amount to get the taumaturgic effect

Now that kiwi has the rightful recognition of its infamous properties — already well known to anybody ever had related issues — I am sure all food marketers will rush to emphasize this claim to appeal to their revered customers 🙃 

I challenge my network to find possible alternative wording for this claim!

The topic of synonyms in regulated health claims is one that both regulators and professionals have widely debated in the past. The wording approved by the EU Commission and EFSA is not always “sexy” and tends to never emphasize too much the beneficial effects, using verbs like “contributes”, “maintains”, etc.

It has to be remembered that under Regulation EC 1924/2006 and Regulation EU 432/2012, only approved health claims can be used on the labels of food and food supplements, without changing the wording in an emphatic way and without ever claiming cure or prevention of any disease.

If you want to read more exhilarating comments by my network, feel free to check the original LinkedIn post.