India Focus: HFSS marketing to children, rice fortification traceability, OZiva’s glutathione fizzy drink and more feature in our round-up

‘Key shortfalls’ need to be addressed to protect children from high fat, salt, and sugar food marketing in India​

New analysis of India’s regulatory framework for advertising foods that are high in fat, salt and sugar (HFSS) need to be overhauled to better protect children, academics have argued.

Researchers reviewed the regulatory environment in India for advertising HFSS foods and non-alcoholic beverages. They found that there were key shortfalls that need to be addressed to protect children against HFSS marketing.

“A robust regulatory framework is needed to protect children from HFSS food marketing, not just what is ‘directed’ at them, with clear evidence-based food classification criteria,”​ said researchers in The Lancet Regional Health – Southeast Asia​.

“Young children and adolescents are particularly vulnerable to HFSS food marketing as they lack cognitive ability to discern the commercial intent.”​

Tracing rice fortification: India orders firms to adopt traceability application to prevent adulteration​

The Food Safety and Standards Authority of India (FSSAI) has ordered all manufacturing firms of fortified rice to integrate a new national traceability application into their operations in order to prevent adulteration of the final product.

India has mandated the fortification of various food staples progressively since 2019 in an effort to reduce malnutrition in the country, with rice being a key target for iron, vitamin B9 and vitamin B12 fortification.

But adulteration has been rife, not least because it costs more to manufacture such products – Adulteration here pertains more to cases of false or fraudulent claims being made regarding the fortification content of the rice e.g. the iron content not being added in sufficient amounts to meet mandatory standards, and not to the presence of unsafe substances in the rice.

In order to nip these issues in the bud, FSSAI has ordered all relevant rice producers to integrate the Fortified Rice Traceability (FoRTrace) Application into their operations, having made this a core part of the national Food Safety and Compliance System (FoSCoS).

Drinkable beauty: OZiva launches fizzy drink with glutathione to quench skincare needs in India​

Indian plant-based nutra brand OZiva’s has launched a Bioactive Gluta fizzy drink to target common skin concerns in the country and to tap into growing demand for glutathione.

The firm believes a combination of factors such as health awareness, aesthetic aspirations, and celebrity endorsements has put glutathione in the limelight in the country.

“Glutathione, the superhero of antioxidants, has taken centre stage in India, captivating health enthusiasts and skincare aficionados alike,”​ says Mihir Gadani, co-founder and COO of OZiva.

Diverse and dynamic: Changing taste and health considerations of Indian consumers driving snack evolution​

India-based banana chips brand Beyond Snack has observed significant evolution of the branded snacks category in the local market, marked by a “discernible shift” towards health-consciousness, authenticity, and premiumisation.

Into its fourth year of business, Beyond Snack​ has found that consumers are increasingly favouring snacks that not only offer convenience and taste, but also align with their nutritional preferences and dietary needs.

“​This has led to the emergence of products that are gluten-free, non-GMO, and free from artificial additives. Additionally, there has been a growing appreciation for authentic regional flavours, driving brands to innovate while staying true to traditional recipes, much like our focus on Kerala’s culinary heritage.​

“The market has also seen a rise in transparency regarding ingredient sourcing and production processes, as consumers seek to make more informed choices.​ Furthermore, digital advancements have transformed how brands engage with consumers, with a notable increase in online sales channels and digital marketing efforts to reach a wider audience,” ​Manas Madhu, co-founder of Beyond Snack, told FoodNavigator-Asia​.

Shatavari root extract may minimize the symptoms of menopause: Study​

Women who took Asparagus racemosus, a shatavari root extract, experienced a reduction in a range of menopausal symptoms, according to a study in the Cureus Journal of Medical Sciences.

Indian researchers conducted a randomized, double-blinded, multicenter, placebo-controlled, clinical study and investigated the use of aspurūs, a full-spectrum Shatavari from Waleria Health, on women undergoing the emotional and physiological changes associated with menopause.

“The findings demonstrate compelling evidence of the efficacy of aspurūs in supporting menopausal symptoms and enhancing overall quality of life,” said Danielle Greenberg, research consultant at Waleria Health in a statement.

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