Intellectual property specialists James & Wells have introduced a new service line to ensure Kiwis make the most of the opportunities after changes were made to food and beverage standards that will regulate nutrition and health claims.

Previously a product label claiming for example, ‘calcium for strong bones’ had no regulatory framework in New Zealand, and therefore offered no reassurance to consumers or our export markets.

All health claims must now be backed by certain pre-approved nutritional profiles.

New regulations essentially offer a new option for food and beverage companies to identify, secure and maximise their competitive edge according to Peter Brown, head of James & Wells’ Food and Beverage Innovation Team.

“Kiwis need to see the new regulations as an opportunity rather than a hurdle,” said Brown.

“A health claim allows a premium charge on a product, making it a valuable asset to any food and beverage business. The asset can be built into a business’ brand strategy and leveraged in alternative revenue streams such as licensing agreements and exit strategies.”

James & Wells’ specialist team will provide strategic advice on how to maximise the value of health claims for their client’s current and future products, enabling them to leverage the IP assets through their branding, packaging and advertising. The team will also assist with the application process for self-substantiated health claims.