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NAD sours on sweetener's probiotic claims

This article was originally published in The Tan Sheet

Executive Summary

Heartland Sweeteners should discontinue digestive and immunity health claims for its Nevella with Probiotics, according to the National Advertising Division, which finds Heartland lacks substantiation for the claims. Acting on a challenge by McNeil Nutritionals, maker of Splenda No Calorie Sweetener, the Council of Better Business Bureaus unit concluded in a report released Sept. 1 that the health claims inappropriately were based on studies of the GanedenBC30 probiotic ingredient rather than its finished product. NAD says Carmel, Ind.-based Heartland does not consider the amount of remaining live probiotic cells once Nevella is used in a hot beverage or baking - though GanedenBC30 is marketed for its heat-resistant properties (1"The Tan Sheet" Oct. 5, 2009). NAD adds the number of probiotic organisms in Nevella is "far below the minimum amount of cells tested and found to be efficacious in studies." Heartland disagrees with NAD but says it is revising its Nevella packaging

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