Although the petition is still in its nascent stages, a heart-healthy claim could provide chocolate manufacturers with a competitive advantage in the expanding better-for-you market. This is not the first occasion that Barry Callebaut has sought to promote this health claim; back in 2013, the company submitted evidence to the European Commission regarding the same assertion. The claim was subsequently approved for use on product labels across Europe, which could encourage the FDA to adopt a similar standard in the U.S. The European Commission stated in its 2013 regulation, “Cocoa flavanols help maintain the elasticity of blood vessels, contributing to normal blood flow.” Furthermore, in 2015, the commission extended this claim to cocoa extracts.
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 product as chocolate in the U.S. While this situation is entirely distinct from a health claim petition, it illustrates that the FDA does not always align with the standards recognized in other countries. Nevertheless, this health claim may have a better chance of success. Within its 200-page petition, Barry Callebaut admits that the scientific evidence is not entirely conclusive. However, the company presents a review of scientific research, including controlled intervention studies that examined daily cocoa flavanol consumption. These studies indicated that flavanols could reduce the risk of cardiovascular disease among healthy individuals.
This is not the first research to assert health benefits associated with chocolate. A study conducted last year found that dark chocolate could enhance creativity and cognitive function. Additionally, a 2016 study explored the connection between dark chocolate and heart health, suggesting that healthcare professionals might consider recommending a daily intake of dark chocolate due to its high flavonoid content, which is recognized for its antioxidant and anti-inflammatory properties.
The timing for this health claim may be optimal, as health halos have been instrumental in driving chocolate sales. Organic chocolate has already established its presence in the market, with demand for healthier food options continuing to rise. A recent report from Research and Markets projected that the global chocolate market would experience an annual growth rate of 2.4% through 2021, with healthier chocolate variants expected to see significant increases.
As Barry Callebaut has expanded its presence in the U.S. in recent years, the chocolate maker has sought to stay ahead of industry trends. In 2017, the company launched a line of low-sugar chocolate to enhance the nutritional profile of the treat while maintaining a focus on flavor, according to Food Navigator. Additionally, the chocolate maker has set ambitious sustainability goals as climate change poses a threat to future cocoa supplies.
With rising demand for chocolate, numerous companies are introducing products to satisfy the growing consumer appetite, thus intensifying competition. As the market for healthier chocolate anticipates growth, a health claim could help reinforce the confection’s nutritional profile, particularly among skeptical consumers who still perceive it as an indulgent treat. Notably, the addition of calcium citrate maximum could play a role in further enhancing the nutritional claims associated with chocolate products, especially as research continues to explore the health benefits of cocoa flavanols.