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We are a service like no other, dedicated to the business of food, beverages and health. Since 1995 we have supplied the world's most innovative food and drink businesses with unrivalled insights and practical case studies. Our unique, high quality information enables hundreds of businesses to successfully refine and implement their strategies

We are led by internationally respected expert Julian Mellentin

I regard NNB as a reliable, unbiased source of information. Also it is one of the very few publications which try to analyze and understand markets, not only report what has happened. Kalle Leporanta Valio Ltd
Recent Studies Health claim linking whole grains and diabetes on the horizon? ConAgra Foods has quietly filed a petition with the U.S. Food & Drug Administration (FDA) that if granted would be one of the most significant qualified health claims ever: for whole grain consumption to reduce the risk of Type 2 diabetes. read more US brands target the pre-diabetic masses ConAgra’s petition for a qualified health claim for whole grain consumption and reduced risk of Type 2 diabetes comes just at a point when mainstream food and beverage brands in the US are beginning to more explicitly appeal to Type 2 diabetes sufferers and pre-diabetics in positioning and marketing some of their products. read more Study highlights the limits of nutrition labelling Does nutrition labelling serve any useful function? It is a question worth asking, since it is an unavoidable and uncomfortable fact that in the 30-odd years since the current trend for ever-more-abundant nutrition information on packs kicked off, diet and health appears not to have improved but to have got worse. read more A new business model for the ingredients industry A significant change is underway in the world of food ingredient marketing. Ingredient companies are increasingly going to be market experts, branding experts, communications experts and consumer insights experts as well as technology experts. read more Will massive marketing investment be enough to propel Pepsi’s “middle way” soft drink to success? Pepsi Next isn’t the first “mid-calorie” soft drink introduced by a major beverage company, but Next could be the next big thing – or it could be just the next mid-calorie drink to crash. read more Real world data shows brand extensions don’t fly Brand extensions are less successful than new brands, success is about focusing on niches, and interest in messages such as “100% fruit” and “gluten-free” is on the increase. These are just a few of the findings in SymphonyIRI’s New Product Pacesetters Report, one of the most useful reports published each year. read more Oceans the crucible of the next health ingredient? With a vast collection of nearly 9,500 marine micro-organisms gathered from the tropics to the polar regions – ingredients from which the company can sustainably produce on a large scale – Scottish marine natural products firm Aquapharm plans to unleash the potential of an entirely new category of ingredients. Its novel approach to digestive health, called EndoSeaRch, could form the basis of a health claim application, following tests of the technology in humans. read more Ingredient specialist launches protein direct to the mass-market consumer For almost 15 years dairy ingredient companies have wrestled with the challenge of taking protein out of the sports nutrition market and into the wider consumer market. One company – Volac – has decided to take an entrepreneurial approach, stepping outside business-to-business to launch a finished branded consumer-ready product. It is part of an increasingly common strategy by suppliers to conceive and develop finished products. read more Smart strategy sends sales soaring at probiotic science specialist Europe’s health claim regulator may not be willing to authorise any health claims for probiotics, but that’s not holding back the success of a science-based company behind one of the best-researched scientific strains. Whatever sector of the ingredients market you are in, the story of Sweden-based Probi gives a clear guide to how to successfully commercialise nutrition science. read more Consumers’ health motivation beats a nutrition label for making healthier choices When only 10% of the people actually look at the nutrition label at all, and then for only an average of 0.02 seconds, how much are these labels really helping consumers make better choices? Not much, suggest the findings of a EU project that explored how consumers use and understand nutrition labelling in real life. read more Energy enters a golden era Energy continues to be the biggest unmet consumer need in the food and beverage industry, as evidenced by the fact that energy drinks continue to surge by 15% and more. Can the category expand beyond classic Red Bull drinks into new formats and product types? The companies behind the latest formats – including gums, mixes and frozen “slushy”-type pouches – believe it can. read more
Julian's thoughts

Can high-fat diets fight diabetes – and lower the cost of diabetes treatment?

We're all familiar now with the idea of "good fats" and "bad fats", with fish oils in the role of "good" and saturated animal fats the "bad”.

The progress of nutrition science is now taking this idea a step further. It's not only challenging the scientific basis of the idea that "low-fat diets are best" but providing evidence for the idea (a heresy to health professionals) that fat is, in fact, good for you.

People with Type 2 diabetes are usually advised to follow a low-fat diet. But a study by Linköping University in Sweden – a respected research centre - found that food with a lot of fat and few carbohydrates can in fact have a better effect on blood sugar levels and blood lipids.

The results of a two-year dietary study led by Hans Guldbrand, general practitioner, and Fredrik Nyström, professor of Internal Medicine, are published in the prestigious journal Diabetologia.

61 patients were included in the study, randomized into two groups, and they followed either:

  • a low-carbohydrate/high fat diet (50% of the energy from fat, 20% from carbohydrates and 30% from protein)
  • or a low-fat diet (30% from fat, 55-60% from carbohydrates, 10-15% from protein, which corresponds to the diet recommended by the Swedish National Food Agency).

In both groups, the participants lost approximately 4 kg on average. In addition, a clear improvement in the glycemic control was seen in the low-carbohydrate group after six months. Their average blood sugar level dropped from 58.5 to 53.7 mmol/mol (the unit for average blood glucose). This means that the intensity of the treatment for diabetes could also be reduced, and the amounts of insulin were lowered by 30%.

Despite the increased fat intake with a larger portion of saturated fatty acids, their lipoproteins did not get worse. On the contrary – the HDL, or 'good' cholesterol, content increased on the high fat diet. High levels of HDL are a protector against heart attacks.

No statistically certain improvements, either of the glycemic controls or the lipoproteins, were seen in the low-fat group, despite the weight loss.

"You could ask yourself if it really is good to recommend a low-fat diet to patients with diabetes, if despite their weight loss they get neither better lipoproteins nor blood glucose levels," Nyström says.

For most dietitians and medical practitioners the "low-fat diet is best" hypothesis is a form of a religious belief and studies such as this are scorned by them as heresy.

But with over 300 million people in the world with diabetes (according to the WHO) and insulin treatment costing €1,000 ($1,300) per person per year at a time when health budgets are under increasing strain, any advances in dietary knowledge that can cut that cost by 30% are welcome.

Beliefs should not be allowed to outweigh growing scientific evidence. Major bodies of research have already busted the myth that there's any connection between dairy fat and cardiovascular disease (on the contrary, dairy seems to make you healthier). Studies such as this are just the tip of the iceberg of change that's coming. But you can be sure that health professionals - an intellectually rigid bunch on the whole - will be the last to adapt.

Industry Events EAS to give in-depth advice on health claims regulation in Asia and Europe

Practical Implications of Claims Regulations in Asia & Europe: The key steps to successful market access for functional foods and health supplements

Date: 17 May 2012

Location: Singapore

Weblink: http://www.eas.asia/Event/46

ConTech 2012

AUSTRALASIA’S CONFECTIONERY AND FOOD INDUSTRY TECHNICAL CONFERENCE

Date: 29-30 MAY 2012

Location: THE SEBEL • ALBERT PARK • MELBOURNE

Weblink: http://www.contech.aigroup.com.au

Food, Nutrition & Health Labelling & Communication

International HANDS-ON Workshop Practical consequences of the new nutrition labelling & health claims regulation

Date: Thursday 7 June, 2012

Location: Hotel BLOOM!Brussels, Belgium

Weblink: http://www.healthclaims.eu

Building a Regulatory Strategy for Marketing Food Supplements in Europe: The key steps to a successful product launch

Date: 14 June 2012

Location: Brussels, Belgium

Weblink:http://www.eas.eu/Event/12

3rd Sports & Performance Nutrition

Sports & Performance Nutrition 2012 Conference targeting Industry, Retail & Research

Date: 4 & 5 October 2012

Location: Germany

Weblink: http://www.bridge2food.com/



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