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Commentary The question of the health claims about white cranberry juice 12/06/01 White cranberry juice contains proanthocyanidins, which is a phytonutrient and an antioxidant. Proanthocyanidins are thought to be responsible for the urinary tract infection health benefits that were demonstrated in studies which used 27% cranberry juice. White cranberry juice is 23% juice. The ingredients list white cranberry juice first and white grape juice from concentrate second. Other studies into the health benefits of cranberries have also used 27% juice. The juice content standard for scientific studies was doubtlessly established because Ocean Spray cranberry juice cocktail contained 27% cranberry juice. This is the reason that Environmental Nutrition: The Newsletter of Food Nutrition and Health suggests that their readers "read labels and choose a brand with the most cranberry juice you can find." (See article) Their article, in the November, 2001 issue is entitled "Cranberries: Antioxidant Benefits Behind the Tartness." It also states that "the entire Northland line contains 27%." (Ed. note: Northland CEO, John Swendrowski told Stressline that he had no knowledge of this article until after it was published.) Anthocyanins are the chemicals responsible for the color of ripe cranberries. There is preliminary research suggesting that anthocyanins may have some unique nutritional properties. Anthocyanins may have certain anti-cancer and cardiovascular health benefits. Environmental Nutrition writes the following about white cranberry juice: "we presume that anthoyanins, responsible for the red color and other health benefits, would not be comparable - a definite drawback." Although cranberries contain natural vitamin C, white cranberry juice is fortified with additional ascorbic acid to bring the amount in a recommended serving up to 130% of the minimal daily requirement. The label of Ocean Spray White Cranberry now says that the juice "has the healthy goodness of traditional cranberry juice." This is actually a stronger claim than was made on the product's first label which read "you still get healthy goodness from cranberries." The advertising claim is not entirely accurate and hinges on one's definition of "healthy goodness." It could be argued legalistically that this phase is not a real health claim. However, most consumers who take the trouble to read labels are likely to assume that the label means all of the healthy goodness, not merely some of the healthy goodness of traditional cranberry juice. Health conscious consumers may assume that Ocean Spray is telling them that white cranberry juice offers them the same health benefits as red cranberry juice. For them, the comparison with "traditional cranberry juice" is misleading. |