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What lies beneath

Claims may seem simple. “Source of fibre” or “sustainably packaged” sounds straightforward. In reality, it is a complex field shaped by European regulations, national legislation, and strict requirements for substantiation.

The biggest misconception? That a strong marketing message is enough.

In practice, every claim must be legally substantiated, factually correct, and used in the right context.

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Leadership as the foundation

Assessing and applying claims requires collaboration between marketing, QA, R&D, and legal.

Leadership defines the direction. Are you willing to challenge your own messages? Do you prioritise reliability over speed?

Organisations that take this seriously use claims not just for marketing. They use them as proof of integrity and a commitment to transparency.

Three levels of development

Compliance | Getting the basics right

Assessing claims strictly against legal requirements.

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Compliance+ | Integration and collaboration

Introducing structured guidance, training, and tools to not only assess claims, but also integrate them efficiently into processes.

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Strategic | Claims as a differentiator

Considering claims early in product development. Which claims are allowed? How can they be substantiated? What supporting information is needed?

Claims become a strategic tool that strengthens both your brand story and credibility.

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What it delivers

A well structured approach to claims provides clear benefits:

Trust from consumers and auditors through accurate and transparent claims

A stronger brand position by using claims that are both distinctive and credible

Reduced risks of penalties or recalls by preventing misleading claims

Faster time to market, as claims are legally and factually embedded from the start

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Where do you stand?

Are your claims today proof of reliability or a risk of miscommunication? From basic compliance to strategic use, every step brings you closer to credible communication and sustainable growth.

Mérieux NutriSciences | Expert Partners helps you make your claims not only compliant, but also powerful and future ready.