Health Claims Unpacked: The Business End
Chris Ryder, University of Reading
Following its unveiling at our recent Stakeholder Workshop, we would like to introduce you to the prototype of the Health Claims Unpacked Business Hub!
This module will be a practical tool for data-driven decision-making about health claims, aimed at food manufacturers and regulators, providing a novel way to give their consumers a say in their own food shopping experience.
Users will be able to search for an authorized health claim either by its nutrient, its benefit, or both. They can then click to expand the view and examine consumer preferences about the wording of this health claim. This data is fed directly from the consumer side of the digital platform, which is still whirring away collecting data. (Don’t forget to take part if you haven’t already!)
The data can be filtered by a number of demographics, helping manufacturers to understand the preferences of specific audiences more clearly. They will then be able to generate reports, downloadable as PDFs, which they can take to meetings to discuss the marketing of health claims with an understanding of what types of wording consumers like to see and how this relates to the guidance from regulators.
We have received some great feedback from manufacturers and others on the Business Hub at our Stakeholder Workshop earlier this week. While it is currently still at the prototype stage, we will be continuing to develop the Hub in English in preparation for its release as part of the third year of our project. We will also be examining the data gathered this year in French, German and Polish in order to begin the process of adapting the Hub for cross-linguistic analyses.
We will keep you updated on our progress! In the meantime, use the Contact Us form to let us know if you have any thoughts on the Business Hub, and Sign-Up to this blog to receive an update every time there is a new post.