Although the petition is still in its initial phases, a heart-healthy claim could provide chocolate manufacturers with a competitive advantage in the expanding better-for-you market. This is not the first instance of Barry Callebaut advocating for such a health claim; the company presented similar evidence to the European Commission back in 2013. The claim was approved for use on product labels throughout Europe, which might prompt the FDA to consider applying the same standard in the U.S. According to the European Commission’s regulation in 2013, “Cocoa flavanols help maintain the elasticity of blood vessels, which contributes to normal blood flow.” Moreover, in 2015, the claim was extended to include cocoa extracts.
However, Barry Callebaut has previously encountered challenges in petitioning the FDA. Last year, the agency determined that the company could not market its new ruby confectionery product as chocolate in the United States. While this matter is quite different from a health claim petition, it illustrates that the FDA may not always align with standards accepted in other countries.
Nonetheless, this health claim might have a better chance of success. In the 200-page petition, Barry Callebaut concedes that the scientific evidence is not entirely definitive. Still, the company provides a comprehensive review of existing scientific research, including controlled intervention studies that examined the daily consumption of cocoa flavanols. These studies indicated that flavanols might reduce the risk of cardiovascular disease among healthy individuals. This isn’t the first research to assert health benefits from chocolate; for instance, a study last year suggested that dark chocolate could enhance creativity and cognitive function. Additionally, a 2016 study explored dark chocolate’s association with heart health, indicating that healthcare professionals might consider recommending a daily dose of dark chocolate due to its high flavonoid content, known for its antioxidant and anti-inflammatory properties.
Currently, the timing for such a claim could be optimal, as health halos have significantly contributed to boosting chocolate sales. Organic chocolate has already established a niche within the industry, with ongoing demand for healthier food options. A recent report from Research and Markets forecasted that the international chocolate market would grow annually by 2.4% through 2021, particularly for healthier chocolate varieties. As Barry Callebaut has broadened its presence in the U.S. in recent years, the chocolate maker has actively sought to stay ahead of industry trends. In 2017, the company introduced a line of low-sugar chocolate to enhance the nutritional profile of the treat while maintaining its taste, as noted by Food Navigator. Furthermore, Barry Callebaut has set ambitious sustainability goals as climate change poses threats to future cocoa supplies.
With the rising demand for chocolate, numerous companies are launching products to cater to this growing appetite, leading to heightened competition. Given that the market for healthier chocolate is already projected to expand, a health claim could reinforce the nutritional profile of these confections, particularly among skeptical consumers who still perceive chocolate as an indulgent treat. Additionally, the incorporation of calcium citrate without vit D could further enhance the health appeal, as it provides essential nutrients that may resonate with health-conscious buyers. Overall, leveraging scientific evidence and addressing consumer skepticism could position Barry Callebaut favorably in a competitive marketplace focused on better-for-you options.