Article by Christina Crasto | esPResso Staff Writer
After previous critiques from the United States Food & Drug Administration (FDA) for using the word “healthy” to describe its products, the Kind Snacks Company is requesting the FDA change its definition of the word “healthy.” The FDA sent Kind Snacks a letter about eight months ago, stating that four of the company’s granola bars contained too much saturated fat to be labelled as “healthy”. According to the current FDA standards, the word healthy means that the product is consistent with the FDA’s dietary recommendations for total fat, saturated fat, cholesterol and other nutrients.
Kind Snacks, founded on its mission to spread kindness, includes only ingredients their consumers can pronounce. The company initially attempted to change the recipe for its four bars that were not considered healthy. Kind Snacks later submitted a Citizens Petition to the FDA asking for an updated definition of healthy. The company was backed by several experts in nutrition and public health who agreed that the source of the fat content should be considered, similarly to the amount of fat contained in the product.
If the FDA changes the definition of the healthy, the entire food industry will be impacted. The specialty area of health foods could expand, leading to more competition. The public relations teams of these food companies should prepare for the potential rebranding and marketing of the company’s products. In addition, the FDA could face negative feedback from the companies that are already listed exclusively as healthy, necessitating an issues management plan.