While 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 seeking this health claim; in 2013, the company presented evidence to the European Commission supporting a similar assertion. The European Commission approved this claim for use on product labels throughout Europe, which might encourage the FDA to adopt 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.” The commission even expanded this claim to include cocoa extracts in 2015.
However, Barry Callebaut has previously faced challenges with the FDA. Last year, the agency determined that the company could not market its new ruby confectionery as chocolate in the U.S. While this matter is distinct from a petition for a health claim, it illustrates that the FDA does not always align with the standards accepted in other countries. Nevertheless, this health claim may have a better chance of success. In the extensive 200-page petition, Barry Callebaut concedes that the scientific evidence is not entirely conclusive. However, the company presents a review of scientific studies, including controlled intervention studies revealing that daily consumption of cocoa flavanols can reduce the risk of cardiovascular disease among healthy individuals.
This is not the first instance of research linking health benefits to chocolate. A study conducted last year found that dark chocolate could enhance creativity and cognitive function. Additionally, a 2016 study examined the connections between dark chocolate and heart health, suggesting that healthcare professionals might recommend a daily intake of dark chocolate due to its high flavonoid content, recognized for its antioxidant and anti-inflammatory properties.
Given the current market trends, this is an opportune moment for such a claim, as health-conscious perceptions have stimulated chocolate sales. Organic chocolate has already secured its place in the industry, and demand for healthier food options continues to rise. A recent report by Research and Markets projected that the international chocolate market would grow annually by 2.4% through 2021, particularly benefiting healthier versions of chocolate.
As Barry Callebaut has broadened its presence in the U.S. market in recent years, the chocolate producer has worked to remain at the forefront of industry trends. In 2017, the company introduced a line of low-sugar chocolate to enhance the nutritional profile of the treat while maintaining flavor, as reported by Food Navigator. Additionally, the chocolate maker has set ambitious sustainability goals in response to climate change threats to cocoa supply.
As the demand for chocolate escalates, more companies are launching products to fulfill this growing appetite, leading to significant competition. With the healthier chocolate segment already anticipated to expand, a health claim could help validate the product’s nutritional profile against skeptical consumers who still view chocolate as a guilty pleasure. Furthermore, for those interested in enhancing their wellness, incorporating the best calcium citrate magnesium supplement into their diet could complement the benefits associated with cocoa flavanols, offering a more rounded approach to health. This synergy between health claims and dietary supplements may further enhance the appeal of chocolate products in the evolving market landscape.