Nordic Functional Food - A Healthy Choice

Nordic functional food
- A healthy choice
A Nordic Innovation Centre synthesis report
March 2009
Nordic functional food 1

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Foreword
In the Nordic countries, the food industry is of significant importance to the
economies. Strong cultural traditions mixed with high quality have been its
strength, resulting in good reputation. However, that is not enough in order to
be competitive in the global food market. The industry has to carefully observe
the rapid developments in the food sector, which makes new thinking and
innovations essential.
Functional food has previously emerged as a mega trend in the food market;
in fact it was one of the fastest growing food segments in 2005. At this time,
the Nordic Innovation Centre started to look into how we could help the Nordic
industry exploit the potential within the functional food area. Nordic food
industry with its traditions and infrastructure together with high qualified
research on the relationship between health and food makes an excellent
point of departure for success.
What has been recognised from the very beginning of the programme is that
there are challenges and controversies related to the entering of this market,
such as documentation of health claims, communicating functionality and
achieving consumer credibility. To overcome such challenges, participation
and cooperation from commercial industry, research organisations, and au-
thorities and associations, was considered necessary when launching the pro-
gramme. It has often proved to be a challenge engaging the industry in such
projects. However, in this case, the industry participation was higher than
average. Good feedback from the participants has given positive input on how
Ivar H. Kristensen
we can design future programmes in order to best serve the Nordic industry.
Managing Director
The results presented in this synthesis report show that we have succeeded in
creating platforms together with all stakeholders to discuss issues related to
health claims and the idea of Nordic consensus when implementing EU’s
directive and regulations. More than that, as a result this work, special areas of
interest in the Nordic countries are now taken up by the European authorities.
Harmonization of rules and regulations in the Nordic countries, good practise
in use and communication of health claims is important in the development
of the Nordic functional food market. Without a common framework, the
industry will find it difficult to launch new and innovative products.
There is still a way to go, but it is our belief that these projects have given
valuable input for further development and commercialisation of Nordic
functional food.
This synthesis report presents a summary of the work carried out in six
Sigridur Thormodsdottir
functional food projects financed by Nordic Innovation Centre in the period
Senior Innovation Advisor
from 2006 to 2009.
We hope you will find the report valuable and interesting to read.
Ivar H. Kristensen

Sigridur Thormodsdottir
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10
12
16
Table of Contents
Foreword
2
Table of Contents
3
Facts about the functional food programme
4
The projects in short
5
How should functional foods be tested?
(Human studies of foods – requirements and level of proof?)
6 - 7
Consumers are cautious towards unfamiliarity
(ACCLAIM)
8 - 9
The battle against overweight and obesity
10 - 11
(Weighty)
Traditional Nordic food in a new light
12 - 13
(Grainity)
Mission: More seafood on the plate
14 - 15
(MARIFUNC)
Marketing skills needed to accelerate growth
16 - 17
(SME’s commercializing healthy nutrition)
Project participants
18 - 21
Text: Patricia Wicklund, Sigridur Thormodsdottir
Photo page 10: 62 Nord, Scanpix
Editors: Gaute Rossnes, Sigridur Thormodsdottir
Photo page 16: istockphoto
Cover: Nicki Twang, Scanpix
Printed by: Trykksakleverandøren AS
Photo page 8: Berit Roald, Scanpix
Layout by: Attention Reklamebyrå AS
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Facts about the
functional food
programme
Healthy lifestyle
The increase of lifestyle related diseases has raised awareness of the
important role food plays in ones health and wellbeing. The more knowledge
there is about functional foods and their role in prevention of lifestyle related
health problems, the more interest there is. As a result, the market growth
of functional foods is exceeding the growth in the food sector in general.
Nordic cooperation
The six Nordic projects constituting the focus area have as a common
goal to support the Nordic food industry in becoming more innovative and
competitive in the Functional food market. These projects address central
issues concerning the development and marketing of functional food
such as:
• Establishing good practice in the use of health claims
• Communication with the consumers
• Harmonization of rules and regulations
• Functionality in traditional Nordic foods
• Enhancing entrepreneurship and innovation capabilities
The overall aim with the focus area is to make Nordic functional food com-
petitive in the global market and a healthy choice
Programme periode: 2006-2009
The total budget for the programme is NOK 25 millions, of which NICes
investment amount to NOK 12,5 Millions.
Participants in Nordic Functional Food
Total number of project participants directly involved in the projects is approx. 150.
Direct industry participation amounts to 40 %. This does not include
representatives from the industry participating in several seminars or
meetings arranged by the projects. The geographic spread of participants
demonstrates a good Nordic profile.
For further details on the projects and their results, please
see the project reports which can be downloaded for free at
www.nordicinnovation.net.
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Facts about the
The projects in short
functional food
programme
6
8
10
Human studies of foods -
ACCLAIM - Consumer acceptance
WEIGHTY - Substantiation of
requirements and levels of proof?
and trust: Recommendations for
weight regulation and satiety
using health claims in marketing
related health claims on foods
The lack of consensus on the level of Relatively little knowledge is
The prevention of obesity is one
scientific support and documenta-
available on consumer reaction to
of the most important health
tion required for health claim is
health-related claims for functional
claims made for functional food
a bottleneck in the process of
foods, even though this is a crucial
products.“Substantiation of weight
developing and marketing functional factor for the industry and
regulation and satiety related health
foods. The project “Human studies
regulators to know. This project,
claims on foods” created a network
of foods - requirements and level
“Consumer acceptance and trust:
of Nordic scientists and food
of proof?” established a Nordic/
recommendation for using health-
industry working with satiety and
Baltic consensus on requirements,
related claims in marketing”,
weight regulation related issues.
techniques and methodologies for
developed a common Nordic
They developed suggestions for
human studies on functional food
approach, based on consumer
common practices in assessing
and ingredients.
surveys of all Nordic countries,
evidence for such claims.
to the use of health claims in mar-
keting functional food products.
12
14
16
GRAINITY - Wholegrain rye and oat
MARIFUNC - Nordic Network for
SMEs commercializing healthy
- the Nordic opportunity
Marine Functional Food
nutrition
Wholegrain, rye and oat products
Several seafood components have
With emphasis on innovation
are traditionally important in the
gained interest as potentially
acceleration, strategies to enter
Nordic diet and as Nordic export
bioactive and health promoting
market, and best practices, the
items. Interest in such products
ingredients. MARIFUNC set up a
project “SMEs commercialzing
is increasing globally. The aim of
network of experts and created an
healthy nutrition” focused on
the project “Wholegrain rye and
overview of the role fish and sea-
Nordic SMEs and their efforts to
oat - the Nordic opportunity” is to
food derived components play in
bring healthy nutrition to market.
encourage new product launches,
relation to health, the quality of the
Through e.g. a survey and in-depth
building on the collective expertise
functional seafood components, the
interviews, the project generated
so readily available in the Nordic
processing of functional seafood
information about their commer-
countries.
components and the consumer’s
cialisation strategies, marketing
attitude to (marine) functional foods. and branding capabilities, as well
as major drivers and hurdles on the
market.
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How should functional

foods be tested?
Øresund Food Network headed the project Human testing of foods
– requirements and level of proof. This project highlighted two
important bottlenecks in the development of functional foods.
Two bottlenecks
to make a healthy choice and the
there are Member States in the EU.
The first bottleneck is the scien-
health claim legislation is ensuring
Therefore the project worked on
tific documentation of effects when
that the claims on the foods are true
maximizing the Nordic and Baltic
testing the functional foods. That is,
and scientifically proven. It is here
influence in the debate. It set up a
what evidence is necessary for sci-
the tests on humans are important”,
dialogue forum where almost 60
entifically assessed and documented Maria Olofsdotter from Øresund
project participants and many other
health claims? To address this
Food Network says.
stakeholders debated and discussed
question, the project looked at the
their views. Project leader Maria
role of intervention studies, animal
The second bottleneck is related
Olofsdotter says in her final report
studies, biomarkers and epidemiol-
to the actual agreement on which
that: “It is still of uttermost impor-
ogy in relation to health claims on
claims and which wordings should
tance to foster and encourage a
food. “Health claims are aimed to
be accepted. There are almost
cluster of competence dealing with
make it easier for the consumer
as many views on this matter as
issues related to the new EU
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legislation on health claims in the
Influence on future claims
outPuts of the Project
Northern countries. Such compe-
The final recommendations from
tences should be representing all
the project will be presented in
• 8 workshops and 10 dialogue
stakeholders, academia, industry
a reviewed scientific article later
meetings.
and the authorities”.
this year. Olofsdotter describes the
process of reaching the recom-
• 3 scientific papers dealing with
Company considerations
mendations. “The processes in the
the methodology of scientific
Many companies are planning to
Nordic countries have been very
validation of health claims, one on
use health claims in future and are
different from each other. However,
animal testing, one on biomarkers,
therefore thinking about conduct-
the dialogue in the project has given
and final ly, one on intervention
ing clinical studies and gathering
all the participants the possibility to
studies especially focused on heart
evidence for potential health claims.
discuss and air the different views”.
health.
We asked Johan Olsson at KPL
According to Olofsdotter one of the

Good Food Practice what issues are
clear outcomes of the discussions
• List of claims dealing with heart
important to
was to point out
health, antioxidants, pro- and
consider before
“Today there is consensus
to EFSA (the
prebiotics to be validated by the
getting started? among the scientific experts that European Food
thematic working groups.
He describes
Safety Authority)
diseases such as cardiovascular,
his company’s
and the Europe-
approach: ”It
cancer, diabetes can be diet
an Commission
Project Profile
is important to
related. WHO has stated that
that it is of up-
start the discus- one third of all cancers may be
permost impor-
It is important to foster and
sion depending
caused by unbalanced diet. It
tance that the
encourage a cluster of competence
on how much
is therefore of importance to
future claims
dealing with issues related to the
information the
on foods should
new EU legislation on health claims
understand the correlation
company have
be relevant to
in the Northern countries.
and its possibil-
between food and health. “
the consumer in
ity to finance
Johan Olsson the concentra-
This project set up a Dialogue
developing of the
tions of intake.
Forum with competences
project”. Obviously there are
“Through this project, the Nordic
representing academia, industry
differences between small and large
countries managed to come through
and the authorities.
companies in terms of resources
with this point, resulting in a rel-
and funding. Olsson agrees that
evance criteria being included in the
It worked on the issue of what level
when a small company is planning
text”, she emphasises. One of the
of evidence is necessary for scien-
its first clinical trial, the first study
main objectives of this project has
tifically assessed and documented
needs to be as small and cheap as
been that special areas of interest in
health claims from a Northern
possible.
the Nordic countries are taken up by
perspective.
the European authorities.
He gives an illustration of cholester-
Project name: Human studies of
ol. A health claim can be built either
foods – requirements and level of
on a text “lower LDL cholesterol” or
proof?
“reduce the risk for cardiovascular
Project leader: Maria Olofsdotter,
diseases” and a well defined group
Øresund Food Network, Danmark,
of consumers who will benefit from
mo@oeresundfood.org
the product. “To prove that a food
product reduces LDL is much easier
and cheaper compared to showing
that it “reduces the risk for cardio-
vascular diseases”, he explains.” A
step-by-step thinking is necessary
to save money and reduce the risk in
the project”.
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Consumers are cautious

towards unfamiliarity
In true life functional food is defined by what can be said about it.
As we know, new EU regulation is setting a framework for how
companies can present their health enhancing products – but
what does the consumer really think about such wording and
claims?
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The project ACCLAIM studied more
Professor Li sa Lähteenmäki and her
claims is that there is close coop-
than 4600 Nordic consumers. The
colleagues. Marketers of functional
eration between research, industry,
researchers looked at consumer
foods should make a note that
authorities and consumer groups,
attitudes and how their choices
familiarity can relate to familiar
so that food products with a
were influenced by claims. The first
ingredient, promised effect and
documented health effect can play
impression is
previous use of
a role in future disease prevention/
that today’s
“Unfamiliar claims and product- health claims in
reduction (together with a range of
consumer isn’t
ingredient combinations need
the product. It
other initiatives), and so that
too concerned
to be made more familiar some- promotes confi-
consumers trust, understand and
about what is
dence in the con-
are not misinformed by approved
how to decrease the consumer
stated on pack.
sumers mind.
health claims.
suspicion towards new things
The study found
In other words,
that for the aver- they do not know or have no
if probiotic pork
age consumer
previous knowledge on.”
isn’t likely to
outPuts of the Project
(if we can claim
Liisa Lähteenmäki be successful,
that there is
bread rich in
• A literature review on pre-EU
one) health claims play only a minor
fiber or heart-friendly rapeseed oil
legislation practices on health
role in choices when e.g. the price of
have a better chance as consumers
claims in Nordic and Baltic
the product is very important. It also
can relate to them. Merete Myrup
countries.
found that claims can even give the
Christensen, Head of Corporate
consumer a perception of unnatural-
Nutrition at Arla Foods amba, adds
• A consumer survey on how con-
ness. Probiotic pork or peptide water
that it is essential for manufactur-
sumers perceive health claims with
would probably be refused room in
ers to understand the market and
different wordings and how claims
the shopping cart as naturalness is
the consumers before using health
affect choice decisions with 4612
one of the strongest prevailing con-
claims on their products.
respondent in Nordic countries.
sumer trends in food and health.
Short and simple
• Five national and one Nordic
Realistic consumers
ACCLAIM’s recommendation to
workshop developing a shared
ACCLAIM also found that consumers
manufacturers is to keep the lan-
viewpoint on what should be taken
are able to understand the prom-
guage of the health claims short and
into account when health claims
ised benefit of risk reduction claims.
simple, but provide more detailed
are used in marketing.
In other words, if you have a dairy
information for those who wish it
product and you claim that it will
e.g. through websites or leaflets. It is
Project Profile
reduce the risk of osteoporosis it will
important that consumers in general
probably receive positive nodding
are provided adequate education and
The objective of this project was
from the consumers, because they
training in healthy eating so that they
to develop a shared Nordic view
are quite familiar with the connection can understand whether the prom-
among stakeholders on how
of dairy, calcium and osteoporosis
ised benefits are relevant to them.
health claims should be used in
due to repetition, education and
Media, retail, health-promoting
marketing with the emphasis on
natural connection. Consumers also
organizations and our formal educa-
consumer understanding and how
seem to be quite grounded and don’t
tion systems are important players
the new EU-legislation (Regulation
believe in overindulgence: 85% of the
in providing information on healthy
(1924/2006) on health claims will
respondents did not believe that
eating.
be interpreted.
eating more of the product than
recommended would give extra
Myrup is pleased with the project and Project name: Consumer
benefit.
describes it as an important network
acceptance and trust: Nordic
that provided interesting discussions
recommendations for using health
If a manufacturer chooses to use
with researchers, industry and
claims in marketing
health claims, what can he do to
authorities. ”It has given us
Acronym: ACCLAIM
improve his chances of being suc-
important inputs to our internal
Project leader: Liisa Lähteenmäki,
cessful? Familiarity is a key element
discussions about health claims”. To
VTT Technical Research Centre of
according to project coordinator
her mind an ideal scenario for health
Finland, LIISAL@asb.dk
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The battle against

overweight and obesity
The increase of lifestyle related diseases has raised awareness of the important role food plays in
consumers’ health and wellbeing. The Weighty project headed by VTT Technical Research Centre of
Finland, took a profound look at the dramatic increase in overweight and obesity in all Western
countries. Because they are thought to be important risk factors for many chronic diseases, the
project argued that identification and communication of food properties that may be helpful in their
prevention and management is very important.
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