Beyond The Headlines: ESSNA reveals potential effects of UK HFSS ad ban, CRN seeks recategorization for supplements

07 Apr 2023 --- This week in nutrition news, the European Specialist Sports Nutrition Alliance (ESSNA) revealed that the UK’s high in fat, salt or sugar (HFSS) ad ban could affect sports nutrition companies. Also, the Council for Responsible Nutrition (CRN) called on the US Food and Drug Administration (FDA) to recategorize dietary supplements. Meanwhile, Wilk Technologies received US$3.5 million in investments to aid in the production of animal-free infant formula.

In brief: Nutrition news
The ESSNA has raised concerns to the UK government over proposed blanket online and TV advertising restrictions for products HFSS – aimed at addressing childhood obesity – saying it could unintentionally harm the sports and active nutrition industry. ESSNA further stated that while sports foods do not technically fall under the HFSS product category, the proposed legislation will likely impact them. This is due to sports and active nutrition products containing high amounts of certain nutrients, such as sodium and sugar, to help active consumers supplement their intake. The organization has called on the government to introduce adequate exemptions for sports foods from the legislation to prevent such products from being subject to HFSS promotional restrictions.ESSNA said the UK’s HFSS ad ban could negatively affect sports nutrition products.

The CRN sent a letter to FDA Commissioner Robert Califf calling for dietary supplements to be included in the agency’s reorganization plan for human foods. The CRN’s president and CEO, Steve Mister and SVP of scientific and regulatory affairs, Andrea Wong, urged the new deputy commissioner to be accountable for supplement regulation. The organization also raised concerns about the FDA’s delays in areas such as New Dietary Ingredients and in final guidance for inspections, testing and enforcement actions. Furthermore, the organization called for collaboration with industry stakeholders, citing issues with the “Supplement Your Knowledge” educational materials released in June 2022, which had no input from the industry before its release. 

Dairy player Danone led an investment round in Wilk Technologies – an Israel-based company specializing in cultivated animal and human breast milk – to help create animal-free infant formula. Other key investors included the Central Bottling Company and Steakholder Foods, an international cultivated meat food company. Danone contributed US$2 million of the total US$3.5 million investments. Following the investment, Steakholder Foods is estimated to hold a 2.5% stake in Wilk and Danone a 2% stake.

In brief: Product launches
LifeDNA, a wellness service and personal genomics company, partnered with New Chapter to offer personalized vitamin and supplement recommendations based on consumers’ unique DNA. Using nutrigenomics – the relationship between genes and nutrition – LifeDNA’s service examines an individual’s genetic profile to determine their likelihood of experiencing specific health issues or nutritional needs. The service provides personalized LifeDNA reports on wellness, personality and cognition, as well as customized New Chapter vitamin and supplement recommendations via its dashboard. The company’s home test kit costs US$149. Additionally, users can upload outside DNA test results for US$60.Cult Food Science launched three pet food products made with cultivated meat, including marine ingredients for cats.

Counter, a content creator and influencer-led food company, launched a range of frozen meals and burritos with over 30 g of protein it stated is 100% non-vegan. The company stated that its offerings contain “real meat” and cater to consumers seeking a balanced macronutrient intake for their health goals. The company’s founders criticized the trend of cutting out carbohydrates, claiming that such a diet is unsustainable for most people. Counter recently completed its seed funding round, raising US$1.2 million from investors, including 24 content creators in recipe development, weight loss coaching and personal training. Counter will launch its Taco Mac & Cheese, developed by TikToker Tom Walsh, in 400 Sam’s Clubs across the US in June.

Cult Food Science launched three consumer brands to make cultured meat available for pets in North America. The brands will leverage cultivated ingredients to offer what the company hails as a more sustainable and ethical approach to pet meat consumption. Moreover, the company stated that this is increasingly in demand among pet owners who want to reduce the environmental impact of pet food production. Noochies, formerly known as Because Animals, uses a patented, cell-cultured nutritional yeast called Bmmune to create premium cat and dog foods with nutrient specifications the company stated is comparable to beef or lamb. It launched Indiana Pet Foods, a cell-based dog food and treat brand made with collagen and formulated for active and senior dogs. The company also released Marina Cat, which uses cell-based fish and marine ingredients to promote longevity and immunity in cats. The products are scheduled to launch in Q3 2023.

In brief: Scientific studies
A study found that a modified version of the Mediterranean diet reduced biomarkers associated with Alzheimer’s disease.A clinical trial published earlier this year in The Lancet has found that Kerry Group’s probiotic strain Sporevia (Bacillus subtilis MB40) can eliminate Staphylococcus aureus in the human body by more than 95%. The pathogen reportedly caused over 119,000 infections and nearly 20,000 deaths in the US in 2017. Additionally, the use of oral antibiotics for S. aureus decolonization is not advised because of its effect on the gut microbiota and the potential development of antibiotic resistance. The double-blind, randomized, placebo-controlled trial was conducted with 115 adults from Thailand who had no history of intestinal disease, antibiotic treatment or hospital admission within the previous 90 days. The participants were colonized with S. aureus and then received either 250 mg of Sporevia or a placebo once a day for 30 days, after which S. aureus colonization was determined. Oral supplementation with Sporevia resulted in a 96.8% reduction of S. aureus in the stool and a 65.4% reduction of the bacteria in the nose, with no adverse effects or significant microbiome changes. According to the researchers, the findings indicate a potential for Bacillus subtilis to be used to lower infection rates in vulnerable individuals, such as long-term care facilities and nursing homes.

Lastly, a study published in Alzheimer’s & Dementia found that a Mediterranean-based ketogenic diet may lower the risk of developing Alzheimer’s disease. The study compared a low-fat diet with a modified Mediterranean ketogenic diet consisting of healthy fats, protein and low carbohydrates. The researchers found that the modified diet led to changes in a biological pathway linked to Alzheimer’s disease. The study involved 20 adults, nine of whom had mild cognitive impairment (MCI) and 11 of which had normal cognition. The participants were randomly assigned to follow either the modified ketogenic diet or a low-fat, higher-carbohydrate diet for six weeks, after which they switched to the other diet following a six-week washout period. The researchers found that participants with MCI on the modified Mediterranean ketogenic diet had lower levels of gamma-aminobutyric acid (GABA) and of GABA-producing microbes. GABA dysfunction is associated with neuropsychiatric conditions including Alzheimer’s disease. The study also showed that participants with MCI who had curcumin in their diets had lower levels of BSH-containing bacteria.

By William Bradford Nichols