~ Iron Content Claim opps ~
Marketing
Monday – Iron Content Claims
Have you
ever wondered which products contain iron or make content claims about it?
Some do,
like Frutesse Extra Rinse Appelstroop (apple spread), while others, such
as Tahin (sesame spread), contain iron but don't mention it at all.
Why does
this matter?
A significant number of women struggle with anemia and are advised to include
more iron-rich foods in their diets. Appelstroop is often recommended
for its iron content, but the one that truly packs a punch, Frutesse Extra, is
hard to find! With double the iron content of many other brands (25
mg/100 g vs <10 mg/100 g), it's a powerful source, yet has limited
availability in supermarkets. Personally, I'm cycling across half of
Utrecht just to track it down! 🚴♀️
Tahin Contains Iron – But Who Knows?
Another iron-rich option is Tahin—but it's rarely promoted as such. This plant-based, nutrient-dense spread pairs beautifully with cucumber, apple, mustard, or kimchi, yet hardly anyone associates it with iron.
Why is appelstroop recommended for iron intake, while tahin is overlooked?
What's
the Reason? Is it Regulations?
Tahin seems to meet the EU thresholds for iron claims:
✔️ "Source
of iron" (>2.1 mg/100 g)
✔️ "Rich
in iron" (>4.2 mg/100 g)
One example: Horizon's Tahin doesn't mention iron on its packaging where possible reasons according to a representative could be:
- Less is more – Keeping communication minimal (also gluten free, vegan is not mentioned)
- Limited space – No room for extra claims
- Simply overlooked – At the time the product was introduced it was never seen as relevant
With anemia being a long-standing health concern and tahin around for decades, isn't it time to raise awareness about its iron benefits?
An opportunity for consumer education—and a marketing win for tahin brands!
Happy to help Tahin brands like Terra Sana, Horizon, Luna E Terra to integrate iron content claims in the positioning and MarCom 🤝
--- This post aims to start your week with a marketing & nutrition inspired thought
---- Mutrition aims to make your food business healthier
----- Let me help to tackle your market challenges
------ https://www.mutrition.nl/blog-marketing-monday/