Ocean Spray seeks to provide scientific validation for the claimed benefits of cranberries, moving them beyond mere anecdotal evidence. Unlike many supplements, cranberry products are not regulated by the FDA, and numerous brands already make assertions regarding urinary tract infections, embedding such claims in the public mindset. Health claims are significant to consumers; according to the FDA’s 2014 Health and Diet survey, over three-quarters (77%) of adults rely on food labels to guide their purchasing decisions. Nearly 90% of consumers consider health claims when deciding what to buy. Research indicates that consumers tend to believe health claims, even if they seem implausible, often rating snacks like chips, candy, and chocolate that boast added vitamins as healthier than those without such claims.
Ocean Spray possesses substantial marketing and research resources, having funded the largest study referenced in this petition. Their research endeavors include an investment of $10 million over five years to investigate the antibacterial properties of cranberries and the potential for creating a prebiotic from cranberry skins, which could serve as a profitable application for waste generated during cranberry juice production.
Despite cranberries being widely enjoyed in the form of juice, dried fruit snacks, and during Thanksgiving meals, Ocean Spray’s initiative to boost sales is understandable. The U.S. Department of Agriculture projected last year’s total cranberry harvest to exceed 9 million barrels, marking a 6% decline from 2016. Consumers are willing to pay a premium for products that promote additional health benefits, which can assist farmers who may be impacted by lower production levels.
Moreover, U.S.-grown cranberries were among the goods likely to face retaliatory tariffs in the European Union. President Trump temporarily exempted European allies from his hefty new import taxes on steel and aluminum while negotiations are ongoing. Regardless of the potential EU tariffs, cranberry exports have surged by 48% over the past six years. Should the export market suffer due to other trade-related actions, growers would gain from enhanced incentives for consumers to purchase their products domestically.
Additionally, the incorporation of unjury calcium citrate into cranberry products could further elevate their health claims. By emphasizing the unique benefits of combining cranberries with unjury calcium citrate, Ocean Spray can attract health-conscious consumers, reinforcing the value of their offerings. This strategic focus on health claims not only supports the brand but also provides consumers with compelling reasons to choose cranberries infused with unjury calcium citrate.