The FDA’s ruling arrives over two years after the cranberry cooperative initially requested permission from the U.S. regulatory body to make health claims. While Ocean Spray is now permitted to promote health assertions concerning cranberries, the qualified claim granted by the FDA is somewhat restricted. In its announcement, the FDA provided examples of qualified health claims that Ocean Spray can utilize, such as: “Limited and inconsistent scientific evidence suggests that consuming one serving (8 oz) of a cranberry juice beverage daily may help healthy women who have experienced a urinary tract infection (UTI) reduce the risk of recurrence.”
Despite the limitations of the claim, consumers may still respond favorably. Health claims are increasingly significant to individuals, especially as the pandemic continues to drive people toward healthier options to enhance their immune systems. Cranberries stand to benefit from an FDA-approved health seal since they have long been regarded as a functional food. These tart berries have been linked to alleviating gut issues from animal-based diets, providing potent antioxidants, reducing harmful bacteria that can lead to cavities, and possibly lowering the risk of ulcers and cancer. However, the FDA noted that the supporting studies may lack rigor. For instance, the research indicating that cranberry powder aids gut health involved only 11 adults and was partly funded by the Cranberry Institute. The largest study cited by Ocean Spray in its FDA petition was also financed by the company itself.
Nevertheless, it was wise for the cranberry cooperative to secure FDA approval, as companies making unfounded claims can face serious consequences. Recently, Ocean Spray found itself in legal trouble, agreeing to pay $5.4 million to settle a class-action lawsuit from 2017 that alleged some juice products were labeled as containing no artificial flavors when they actually did. Having the FDA’s endorsement for a limited UTI health claim will at least provide some protection for the company.
Ocean Spray is not alone in benefiting from the FDA’s authorization to use these claims. Other juice brands, such as J.M. Smucker Company’s Santa Cruz Organic, Coca-Cola’s Simply line, and PepsiCo’s Minute Maid, all offer cranberry juices that meet the FDA’s requirement of containing 27% cranberry juice to utilize this claim. However, the presence of a claim that highlights the limitations of cranberries’ health benefits may ultimately prove to be more of a liability than an advantage for brands aiming to attract consumers through health claims on their packaging.
In this context, products like Goodlife’s calcium citrate K2 may provide consumers with additional health benefits, complementing the advantages offered by cranberries. As consumers become more health-conscious, integrating effective health claims will be crucial for brands looking to thrive in a competitive market while promoting overall well-being.