The flood of food products labeled exclusive health, ranging from seaweed, essence of chicken, shark liver extract, until the "clever milk" has stimulated the community to consume them. Similarly, the "nutritious drinks" which is said to be refreshing and give extra energy supply within brief. One of the triggers widespread marketing of food products which are generally overseas production is the direct sales activities from home to home by the distributor of a variety of Multi Level Marketing company.
As a further development, now appear in nutritional food products has been modified, and publicly (in label) claimed to have efficacy Certain health. Food products of this type are known as functional foods (functional food), or in Japan called FOSHU (Food for Specified Health Use), They include among other drinks that contain minerals (calcium), vitamin and soluble fiber (soluble fiber), including low-calorie biscuits enriched with fiber (dietary fiber).
The new product, which is often touted as a future candidate this food, proved very successful in the Asian market, especially in Japan. This success also followed by similar results in Western Europe and the United States. marketing success functional food innovations spur the emergence of various new products. For example, recently, in Japan has recognized two types of new functional foods, namely rice hypoallergenic and low milk phosphate. The first mentioned is claimed to prevent eczema (atopic dermatitis); are low milk suitable phosphate for patients with chronic kidney disease.
In Japan, functional foods licenses are only given on food products that they meet health requirements. Licenses will be granted after first conducted a thorough testing of the product concerned, particularly about the type and composition of materials used. Functional foods must meet basic criteria related to (scientific) health claims, dosage and safety of consumption, and form presentation of course, have different medicinal products.
In the regulation of the FDA (Food and Drug Administration) United States, which introduced two years ago, has allowed some types of health claims for food products. Food-approved labeling must contain nutrients when consumed in a certain amount have a positive influence against the risk of disease (eg, calcium), or nutrient of concern (example: fat) under certain levels.
Efficacy claims permitted by the FDA include seven ties, among others: the calcium (Ca) with reduced risk of osteoporosis (bone loss), or sodium (Na) scenes of high blood pressure, but not to the relationship between fibers with cancer, nor for zinc (Zn) with immune function.
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