EAS develops guide to marketing nutritional products in Asia

Food and nutrition policy consultancy EAS will release its latest publication next month – an easy-to-follow regulatory guide to help companies launch nutritional products in 10 Asian markets.

Developed by scientific and regulatory experts at EAS, the first edition of the guide ‘Marketing Health Supplements, Fortified and Functional Foods in Asia: Practice 2008/2009’ has been developed to help nutritional product manufacturers navigate Asia’s regulatory maze and to support the development of new product strategies.

The guide gives an up-to-date analysis of national rules relating to health supplements, fortified and functional foods; the addition of vitamins and minerals to food and food supplements; herbs and other functional ingredients; and health claims in the People’s Republic of China, Hong Kong SAR, Taiwan, South Korea, Malaysia, Indonesia, the Philippines, Thailand, Singapore, and Brunei.

“Our research has shown that the functional food markets in the US, Western Europe and the Asia Pacific was estimated to be worth more than US$ 70 billion dollars in 2007 with an expected annual growth rate of around five and a half percent – and forty percent of this market is from the Asia Pacific region,” said Wei Wen Lim, EAS Senior Adviser and one of the authors of the guide. “Our guide gives companies the necessary information to understand the existing and emerging legislative regulatory frameworks in the Asian markets, so that their regulatory strategies ensure the commercial success of their products.”

In addition to detailing the regulatory requirements across the selected Asian countries, the guide gives an explanation of the current regulatory environment in Asia, including labelling, claims and novel food requirements; an overview of the health harmonisation process within the Association of South East Asian Nations (ASEAN), and insight into the activities of Codex Alimentarius.

For more information about the EAS guide ‘Marketing Health Supplements, Fortified and Functional Foods in Asia: Practice 2008/2009’ visit www.eas.asia.


EAS provides strategic consulting advice on European, Asian and international regulation on food and nutritional products. It provides companies with regulatory and strategic advice for the marketing and approval of their products in Europe and Asia. EAS also advises governments, trade associations and companies on the impact of European, Asian and global policy.

EAS has offices in Brussels, Italy and Singapore. EAS-Italy is a branch of EAS located in northern Italy to follow EFSA developments in Parma closely.

For more information on EAS Europe contact EAS, 50 Rue de l’Association, 1000 Brussels, tel: (+32) (0) 2 218 14 70, email [email protected] or visit www.eas.eu. For information on EAS Asia contact EAS Strategic Advice Pte Ltd, 3 Killiney Road, 07-04 Winsland House I, Singapore 239519, tel: (+65) 68 38 12 70, email: [email protected] or visit www.eas.asia.

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