Rising interest in healthier products is putting pressure on food and beverage companies. As shoppers demand better options, regulators are closely examining health claims made by brands. This trend is evident in 2025, as companies face scrutiny over how they market “better-for-you” products.
The BBB National Programs’ National Advertising Division (NAD) has started to investigate health claims more rigorously. Last year, several cases highlighted that brands need to provide solid evidence to back their claims. Consumers today often pay more for products they believe are healthier, making it crucial for companies to support their marketing messages.
For instance, NAD recently analyzed claims made by brands like Ingenuity and Ryze Superfoods. Ingenuity’s Brainiac Applesauce claimed to “support immunity.” The NAD concluded that this claim was valid because it was backed by research from the World Health Organization. However, the claim that the product “promotes brain health” fell short since the amount of DHA (an important fatty acid) wasn’t sufficient based on the studies.
Similarly, Ryze Superfoods faced scrutiny for claiming its Mushroom Coffee improves digestion and sleep. They ultimately decided to stop making such claims, showing that companies must be prepared to prove any health benefits they advertise.
Another area of concern is implied claims. Brands often use vague terms like “focus” or “clarity” instead of clear health statements. NAD examines these claims as a whole and expects companies to have solid proof for any benefits their products might suggest. If a consumer could reasonably interpret a health benefit from the overall packaging and marketing, companies must justify that impression.
The term “clean ingredients” is also being challenged. NAD recently advised against using this label without proper evidence. Without a widely accepted definition for “clean,” such claims can easily mislead customers. It’s better for companies to describe their ingredients precisely, such as using “organic” instead of a vague term like “clean.”
“Better-for-you” claims are under even more scrutiny now. As consumers become more educated about nutrition, the benchmarks for these claims are rising. According to a recent survey by the International Food Information Council, 62% of consumers now check product labels more carefully. This shift pushes food marketers to audit their claims regularly and ensure they have the necessary support.
Going forward, brands should:
– Review health claims for accuracy.
– Use specific language instead of vague terms.
– Provide sufficient evidence for consumer claims.
– Adapt to consumers’ increasing knowledge about nutrition.
By staying proactive, companies can better navigate the evolving landscape of health claims and consumer expectations.
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