Cranberry Carnage: EFSA quashes Ocean’s article 14 claim

In late January 09 EFSA have again bounced an article 14 submission (disease reduction claim), however this time it was a claim submitted by the world’s biggest cranberry product company ‘Ocean Spray’. Despite prior approval by one of Europe’s most restrictive states (France), Ocean will have to return to the drawing board to address its study design, which will cost valuable marketing time, money and brand damage. So what went wrong? And what lessons can be learned from this latest opinion? With over an 80% control over the worlds cranberry supply a ‘positive’ opinion from EFSA would...