date:Aug 21, 2012
More than 50% used some form of passive health claim, while 18% used active health claims, according toresearch conducted during the 12 months to the end of June.
The most popular health-related claims focused on naturalness and freedom from artificial additives and preservatives. They included a wide range of products, led by water.
Also, juices tend to be seen as inherently natural, or can be relatively easily formulated to use this type of claim, said Innova.
More than 23% of launches were