Beruflich Dokumente
Kultur Dokumente
GUT HEALTH
B
illed in Gut,
Gut health:
the 2015
bestseller, as
‘the body’s
most underrated organ’,
gurus favouring
pseudoscience
over reality.
Gut health is big
business. The global
market for ‘gut-friendly’
probiotics was
estimated at £35bn in
2017, and is projected
to grow to £50bn by
2022. Some probiotics
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FEATURES & INVESTIGATIONS
GUT HEALTH
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FEATURES & INVESTIGATIONS
GUT HEALTH
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FEATURES & INVESTIGATIONS
GUT HEALTH
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FEATURES & INVESTIGATIONS
GUT HEALTH
Misleading marketing
Under EU regulations, food and drink which is a non-authorised claim. Biotiful Kefir
products aren’t allowed to claim to treat or refers to ‘gut-friendly cultures’, Kombucha Kat
cure a health issue. But many get around this to ‘beneficial’ bacteria and Lo Bros Kombucha
by using vague marketing buzzwords which to ‘gut-loving cultures’, which we think would
don’t have any objective scientific meaning. fall into the same category.
There are more than 250 non-authorised Biotiful, Kombucha Kat and Lo Bros insist
claims for probiotic products on the EU they are compliant with EU regulations
Register for nutrition and health claims, such – arguing that they don’t make specific health
as ‘bio-live’, ‘supporting the immune system’ claims, but refer to the bacteria that goes into
and ‘promoting gut health’. Some product the products. OptiBac told us that OptiBac
claims relate to other ingredients with proven Probiotics is a brand name which under EU
benefits, such as calcium and vitamin B6, but regulations can continue to be marketed until
we think some brands are breaking the rules. 2022, by which time they are committed to
OptiBac uses the word probiotic on its labels, removing this wording.
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