Consumer goods PRs struggle to deal with new European health claims regulations

The new European Food Safety Authority is the key gatekeeper for food brands trying to make health claims in the region - and brands are preparing their case.

Communicating the health benefits of a food brand has become big business over the past few years, as consumers take more responsibility for their health.

For US PRs looking to introduce a brand into Europe, it is essential to become familiar with the new  European Food Safety Authority. This body is responsible for approving health claims, and the industry is only gradually learning the best way to build cases for approvals.

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