Institute for the development of probiotic food products
Consumer Reliance Program
Health-related newspaper articles stimulate consumers to purchase more of the product at any reasonable price. Due to their wide readership, newspapers constitute an important information dissemination instrument that allows frequent posts of articles on the health-related aspects of probiotics.
Consumer Reliance Program (CRP)
CRP is a legitimate and powerful approach to communicating the health benefits of probiotic foods to consumers. It can be used in the absence of an approved health claim or could reinforce the effect of an already authorized claim.
Endorsement of health information
Consumers are more likely to choose functional food products if a government agency or other reputable third party provides trustworthy information about the potential health benefits attributed to the functional ingredient.
Reliable information link
The IDPF seal can be used advantageously to make the appropriate link between the product and the health information. The presence of a third-party reputable organization making this link and endorsing the health-related information constitutes a new powerful approach that surpasses the effect of a health claim phrase in terms of the quality of the information that can be transmitted and the confidence it inspires among consumers.
Scientific journals that publish critical reviews should also be regarded as an interesting option to comunicate health benefits, since they may influence health practitioners, who transmit the digested information to their patients or clients.
Physicians would be willing to recommend probiotics if substantiated by peer-reviewed literature.
Interested in the Consumer Reliance Program?
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Would you like to know more about health communication approaches?
Consult the publication:
By Dr. M. Macouzet
Probiotic Intelligentsia, vol. 1, number 2, pages 15 to 27