{"id":71994,"date":"2019-08-08T15:54:00","date_gmt":"2019-08-08T15:54:00","guid":{"rendered":"https:\/\/organicconsumers.org\/?p=71994"},"modified":"2019-08-08T15:54:00","modified_gmt":"2019-08-08T15:54:00","slug":"coca-cola-seeks-revision-fortification-guideline","status":"publish","type":"post","link":"https:\/\/organicconsumers.org\/coca-cola-seeks-revision-fortification-guideline\/","title":{"rendered":"Coca-Cola Seeks Revision of Fortification Guideline"},"content":{"rendered":"

In February 2019, I wrote about the introduction of nutritionally fortified artificial sweeteners<\/a>. Merisant launched a new zero calorie sweetener called Sugarly Sweet exclusively on Amazon in late January 2019, and has also created a brand-new line of artificial sweeteners fortified with vitamins and minerals.1<\/sup><\/a><\/span><\/p>\n

The fortified sweeteners are sold under the company\u2019s Equal Plus brand, and are available in three versions: vitamin C and zinc;2<\/sup><\/a> vitamins B3, B5 and B12;3<\/sup><\/a> or vitamins C and E.4<\/sup><\/a><\/span><\/p>\n

The products are marketed as a \u201cgood source\u201d of these nutrients, as a single packet provides 10% of the daily recommended value of the added vitamins and minerals. Clearly, this is nothing more than a marketing ploy.<\/span><\/p>\n

Similarly, The Coca-Cola Co.<\/a> is now seeking permission to add vitamins to various drinks in its assortment, but make no mistake \u2014 adding vitamins and minerals does absolutely nothing to change the detrimental impact these products have on your health, be it artificial sweeteners or sugary beverages.<\/span><\/p>\n

Coca-Cola wants FDA to ease up on fortification rule<\/strong><\/span><\/p>\n

For decades, the U.S. Food and Drug Administration has discouraged \u201cindiscriminate addition of nutrients to foods,\u201d including and especially pertaining to \u201csnack foods such as candies and carbonated beverages.\u201d5<\/sup><\/a><\/span><\/p>\n

Coca-Cola is now pushing the FDA to ease up on this so-called \u201cjelly bean rule\u201d (so called because companies cannot fortify candy such as jelly beans for the purpose of making a health claim). The reason for this FDA guideline is fairly obvious. It\u2019s there to prevent food and beverage manufacturers from marketing junk food as healthy.<\/span><\/p>\n

In an October 24, 2018, article6<\/sup><\/a> for FOOD Navigator-USA, editor Elaine Watson reported that Coca-Cola has asked the FDA to update its fortification policy \u201cto reflect changes in consumers\u2019 dietary patterns and innovation in the marketplace.\u201d<\/span><\/p>\n

According to Coca-Cola, the jelly bean guideline damages the company\u2019s \u201cability to innovate with new carbonated water, tea and juice beverages.\u201d The primary intent behind the request, Coca-Cola claims, is to fortify sparkling beverages, not to add vitamins to soda, snack foods or beverages with \u201csignificant amounts of added sugar.\u201d<\/span><\/p>\n

Interestingly, Coca-Cola is already marketing Vitaminwater which, as its name implies, is fortified water \u2014 with plenty of added sugar. As noted by Marion Nestle in a July Food Politics post:7<\/sup><\/a><\/span><\/p>\n

\u201cSome Vitamin Waters have as much sugar as a Coke. They have Nutrition Facts labels and are marketed as foods, and look to me to be in violation of the jelly bean rule. The FDA hasn\u2019t done anything about them, even though they are vitamin-enriched sugar water. If you have any idea why not, please tell me.\u201d<\/span><\/p>\n

Indeed, the only difference between Vitaminwater and the type of beverages Coca-Cola is now asking permission to fortify is carbonation. Carbonated beverages \u201ccan be beneficial options in a person\u2019s diet, so it is recommended that FDA recognize that the simple addition of carbonation should not prohibit the sale of a product under the fortification guideline,\u201d Coca-Cola told the FDA.8<\/sup><\/a><\/span><\/p>\n

The company is also asking the FDA to expand antioxidant claims. At present, antioxidant claims can only be made for substances for which there are established daily values. Coca-Cola would like the agency to expand this rule to include substances that have \u201csubstantiated antioxidant activity that do not have an established recommended DV.\u201d<\/span><\/p>\n

The latest fad: Functional junk food<\/strong><\/span><\/p>\n

Candy makers are also trying to weasel more nutrients into candy in an effort to give the sweet stuff an aura of healthiness. Nestle offered several examples of candy makers taking a page out of the snack foods\u2019 marketing book in a June 2018 post.9<\/sup><\/a>Among them:<\/span><\/p>\n