Food body challenges Unilever's alertness claim for PG tips

by Gemma Charles, marketingmagazine.co.uk 20-Jan-09, 15:15

LONODN - Unilever's marketing strategy for its PG tips brand has been called into question after a European investigation into food health claims found insufficient evidence linking tea consumption to improved mental focus.

The European Food Safety Authority's assessment of the claim, submitted by the FMCG giant, found ‘insufficient evidence' to support the assertion that black tea products derived from Camellia sinensis, the Latin name for the tea plant, could focus attention and enhance alertness.

PG Tips ads in the past have pushed this claim while its website currently says that ‘drinking several cups of tea made with normal PG tips pyramid bags can help you to focus'.

A Unilever spokesman said: ‘We still believe that the claim can be substantiated. We have reviewed the EFSA opinion and have submitted detailed comments on it to the European Commission, as per the proper process.'