The Dawn of Claims Regulation in Europe Doesn’t Faze Wild

European Editor Joerg Gruenwald speaks with Matthias Sass, Director Research & Development, Rudolf Wild GmbH of Germany

JG: Claims regulation in the E.U. comes into force beginning July 2007. Is this a major step towards the harmonization of the legislation for food claims in Europe?
MS: Indeed. The legislation is an important step toward the marketing of healthy food with claims in Europe, but we are at the very beginning. The next two to three years will be decisive about how the authorities will see the issue of claims in Europe. Our industry hopes that the promise to foster innovation

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