Supermarkets and producers “jumping on Omega 3 bandwagon”

Thursday, 25 October 2007

Claims about Omega 3 are confusing shoppers as food manufacturers and supermarkets try to cash in on the perceived health benefits, says Which?

The consumer watchdog found 45% of its members were more likely to buy a product that claimed to be high in Omega 3.

Which? said: “The best source of Omega 3 is oily fish but parts of the food industry are jumping on the bandwagon by adding it to a number of everyday foods such as bread, fruit juice, yoghurt and baked beans.”

Which? examined a range of foods that are promoted as containing, or being high in, Omega 3.

It claimed labelling on Asda’s Healthy wholegrain bread made statements relating to Omega 3 “that were just plain wrong”.

Asda claimed to be "using special linseed which has been heated in order to liberate the beneficial oils".

But Which? said linseed oil did not contain the most beneficial source of Omega 3, and exposure to heat could actually destroy the nutrient.

The label also claimed that four slices provide 31.3g of Omega 3. But Which? said its own tests revealed that this bread had just 0.009g of the most beneficial Omega 3 acids per 100g.

This meant consumers would need to eat more than 11 loaves a day to get their daily amounts.

Asda had admitted a typing error with the claimed amount of Omega 3 in four slices, Which? said, adding: “Asda agreed the label may be confusing to customers and said they will withdraw the bread from sale while the packaging is redesigned.”

Which? added that even products with added fish oil often failed to make it clear how much consumers would have to eat or drink to get a useful amount of Omega 3.

It said: “People would need to drink one and a half litres every day of Tesco’s Healthy Living pomegranate juice to get a beneficial measure of Omega 3.”

Which? magazine editor Neil Fowler said: “Our research shows that many shoppers will snap up products that claim to be high in Omega 3.

“A good many food manufacturers are riding the money-making Omega 3 wave by adding it to all sorts of foods and failing to mention that it may not be the right sort of Omega 3 – or enough of it – to be as beneficial as simply eating oily fish.

“We want to see food companies backing up the Omega 3 health claims they make on labels, and the Food Standards Agency giving clearer advice on recommended levels.”