Last week\u2019s headlines included new guidance for influencers by EHPM, the launch of creatine chews by India\u2019s MuscleBlaze as demand for the ingredient surges, and the Natural Products Association meeting with representatives of the Texas attorney general\u2019s office to discuss the ongoing probe into protein powders. <\/p>\n
The European Federation of Associations of Health Product Manufacturers (EHPM) has unveiled new guidance for influencers and food business operators working in the supplement sector.<\/p>\n
Launched at the trade association\u2019s inaugural Food Supplement Summit in Brussels this week, the guidelines aim to support legal, responsible honest and transparent communication by both food business operators and influencers companies and influencers.<\/p>\n
Saskia Geurts, director at NPN, the Dutch trade association for the food supplement industry, and chair of the EHPM Influencer Marketing Working Group, said the guidance comes at an important time. <\/p>\n
\u201cInfluencer marketing is growing very rapidly and this poses a challenge for the industry and society,\u201d she told delegates. \u201cConsumers are vulnerable to misleading messages, and for our industry, this is really bad news because this can damage the image of our sector. <\/p>\n
\u201cWe think guidance is needed specifically for food supplements because the products in our sector are related to health and are also subject to strict regulations, but influencers are not always familiar with these regulations. So, it\u2019s time for self-regulation. We need to show that we are a responsible industry and we need to safeguard the responsible use of food supplements by consumers.\u201d<\/p>\n
Creatine has become the largest SKU for Indian sports nutrition firm MuscleBlaze in sales volume and the company is now hoping to capture a wider audience with a new dosage format and highlighting creatine\u2019s cognitive benefits. <\/p>\n
Speaking to NutraIngredients, Kaustuv Paliwal, senior vice president, said the company was hoping to capture a wider group of users beyond gym-goers through a more user-friendly format and by highlighting creatine\u2019s cognitive health evidence. <\/p>\n
\u201cPeople are recognizing the importance of or are feeling the importance and effects of creatine on lifestyle and cognitive health. The chatter has started in India,\u201d said Kaustuv. \u201cThese consumers may not be very comfortable with taking creatine in the powder format as compared to gym-goers, where powder creatine is the norm.\u201d <\/p>\n
Many consumers were exposed to creatine through social media and content creators such as neuroscientist-podcaster Andrew Huberman. <\/p>\n
\u201cIt was largely in the last 1.5 years, especially after Andrew Huberman\u2019s podcast on creatine, when he talked at length about creatine benefits for both muscular health and cognitive health, that\u2019s when the chatter about creatine\u2019s cognitive benefits first started,\u201d said Kaustuv. \u201cOne thing Huberman should be given credit for is simplifying technical knowledge for the general public, while sticking to facts and not bringing in personal bias…This was how sales of creatine went through the roof.\u201d<\/p>\n
The Natural Products Association (NPA) met with representatives of the Texas attorney general\u2019s office last week to discuss the state\u2019s industry-wide investigation into protein powder manufacturers.<\/p>\n
The organization said it will engage in ongoing conversations with the office to offer industry perspective on the issue and that representatives are receptive to talks. The NPA added that it is not clear whether the state has a litigative target. <\/p>\n
Two weeks ago, Texas attorney general Ken Paxton announced in a statement that his office would be investigating manufacturers based on concerns of heavy metals, including lead and cadmium, found in popular protein powders. The investigation will determine whether manufacturers violated the Texas Deceptive Trade Practices Act and if \u201ccompanies falsely marketed or misrepresented the safety and contents of their products and whether they failed to disclose known information about heavy metal contamination.\u201d<\/p>\n
On June 9, Daniel Fabricant, CEO and president of NPA, penned a letter to Paxton expressing a shared commitment to consumer safety but cautioned that the attorney general\u2019s office cited third-party testing of products by the Clean Label Project that does not account for \u201crobust safeguards our members implement throughout their manufacturing process, nor does it reflect the scientific consensus of the federal agencies that Congress has charged with regulating dietary supplements.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"Last week\u2019s headlines included new guidance for influencers by EHPM, the launch of creatine chews by India\u2019s MuscleBlaze…\n","protected":false},"author":2,"featured_media":516483,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36],"tags":[163,85,46,543],"class_list":["post-516482","post","type-post","status-publish","format-standard","has-post-thumbnail","category-nutrition","tag-health","tag-il","tag-israel","tag-nutrition"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/516482","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/comments?post=516482"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/516482\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media\/516483"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media?parent=516482"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/categories?post=516482"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/tags?post=516482"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}