Module 2, Lesson 2 - techni-kimages.s3-eu-central-1...

Module 2, Lesson 2:

Product claim threats

Lesson transcript

Copyright © 2017 Techni-K Training Academy

Module 2, Lesson 2: Product claim threats

Frame 1

Welcome to lesson 2, which is about product claims and how to pinpoint which product claim threats you need to include in your vulnerability assessment.

Frame 2

Let’s go over what we’re going to learn about in this lesson.

We’ll firstly look at what you need to do, to be able to assess your products for product claim threats.

We’ll then look at what a product claim is and show examples of these.

We will then clarify which claims on pack we’re going to cover in our scoping exercise.

And then; we’ll assess our example product, which is the Luxury scotch egg, for product claim threats.

Frame 3

Right, let’s start with what you’ll need.



Notes



Frame 4

To carry out the scoping exercise; we will be assessing the finished product, rather than the ingredients.

Therefore, you need a list of all of the finished products that you produce. And just like with the raw materials, it is a good idea to include your finished product codes for traceability purposes.

We are going to assess the claims made for each product; so to do this for consumer

product, we will be assessing the printed consumer packaging. You’ll need to have copies of the packaging available for each product. You can review this packaging by either having physical copies of it, or having the artwork in digital format- it’s up to you, whichever you prefer to work with.

Where you are producing product for further manufacture; and it doesn’t have printed consumer packaging, you’ll need to have the specifications available instead.

Frame 5

Before we can start assessing the product for claims, we need to be really clear about what a claim is, so let’s go over that next.

Frame 6

Claims are either made on the pack, or for products that are going to go on for further manufacturing, these are detailed on the product specification that is provided to the customer.

Claims in relation to food, add value.

So, we can define a claim as a statement that is made about the product, that adds value to that product and gives the customer a particular expectation about what they are

getting.

There are many types of claim, so let’s go through some examples for each.



Notes



Frame 7

Provenance claims are claims about where the food has come from; a specific country or region, such as Madagascan vanilla, Welsh butter or Californian raisins.

Frame 8

Claims about the farming methods such as free-range or organic can add value.

Frame 9

The way in which fish is caught is stated on pack, for example it may have been fished from the wild.

Or for sustainability reasons, the fish may have been pole or line caught

Frame 10

Some products may have certification logos on them, to show that they have been formally approved, such as Fairtrade, organic or Red Tractor.



Notes



Frame 11

Statements about the ethical manner in which the product has been produced can add value, such as vegetarian or vegan.

Frame 12

The way in which the product has been produced to meet ethnic groups requirements are also a claim, such as Halal or Kosher.

Frame 13

Nutritional claims which go above and beyond what is stated in the nutritional panel, and pick out specific nutritional or health benefits are claims.

These claims are statements; such as, a reduction in fat, the addition of particular vitamins and minerals, that the product is a source of fibre or high in fibre, low in cholesterol or contains omega 3.

Frame 14

Claims about the compositional make-up of a product are made about some foods. For example; where there is a specific alcohol content, or meat content.

For chocolate, the amount of cocoa mass in the product. For cream or other dairy products, the amount of fat.



Notes



Frame 15

The way we describe how a product has been made is classed as a claim; words such as handmade, traditional, pure or natural- or for products such as meat or cheese we may specify particular elements of the production process, such as maturation.

Frame 16

Some products have free from claims, where a particular allergen has been omitted, such as dairy free or gluten free.

Where GM free is stated this is also a claim. Also, statements such as those that say, there have been no artificial colours or preservatives added.

Frame 17

Where a statement is made about the variety of produce, such as Senga strawberries or alphonso mango, this is classed as a claim.

Claims of fish are also included, and as we know species of meat is also important.

Frame 18

The addition of logos where product is made under license are claims, such as products made for Disney or where a particular celebrity chef’s name has been used.



Notes



Frame 19

The specification of a particular brand of ingredient is a claim; such as the use of Jack Daniels whiskey in a sauce, or Cadburys chocolate in an ice cream.

Frame 20

Ok, we now know that a claim is a statement that adds value to the product and gives the customer a particular expectation about what they are getting.

Let’s now look at what claims we should, and shouldn’t, include.

Frame 21

We need to be really clear about what claims we are going to include in our assessment, If we’re not careful we could take everything from the pack or the specification and say it’s a claim. And, if we do this, we’ll end up creating a beast that we can’t control!

So, what do we not include?

There are two specific elements that we do not include from the packaging:

We do not include any claims that are made within the ingredient declaration. So, we don’t class the allergen information in the ingredient declaration as a claim.

We also do not include any claims about the ingredients that are within the ingredient declaration, unless they are picked out and placed elsewhere on pack- or they are a legal compositional requirement, such as water % in meat. For example, if Senga strawberries were listed as an ingredient in the ingredient declaration and not stated as a claim elsewhere on the pack, then they would not be classed as a claim.

If, however, they were also included in the name of the product, or the description of the product, they would need to be classed as a claim.

In the same vein, we do not include information from the nutritional panel as a claim. It would only be considered as a claim if a nutritional or health claim is made elsewhere on pack.



Notes



Frame 22

So; we only include claims that pick out specifics and highlight them from the ingredient declaration, or the nutritional panel.

We include claims made everywhere else on pack and this includes; claims made within the name of the product, and claims made within the description of the product.

Frame 23

Right, let’s go through the exercise of scoping out the claims from the example that we are using, the Luxury Scotch Egg.

Frame 24

To carry out the assessment of the products for claims, we need to go to the lesson templates again on your lesson page. By clicking the lesson templates icon, you can then open up the product claims assessment template.

Frame 25

There are two parts to the product claims assessment. First, we work through each of the products and list the claims.

We then determine if that claim is affected by a raw material; where it is affected, we’ll move the claim onto the threat scoping template that we used in the last lesson.



Notes



Frame 26

In this example; we’re just assessing one product, our Luxury Scotch Egg- so we only have one product to put on the assessment. Clearly, when you do yours, you may have a lot more.

Frame 27

So, here is the packaging for the product we’re going to assess, our Luxury Scotch Egg.

Let’s look at the packaging and pick out all of the claims.

At the top of the front of the box we’ve got the name of the product, hand finished luxury scotch egg. Here we have our first claim of hand finished.

The description includes quite a lot of claims, so let’s work through it.

It says that the egg is ‘British’ and also that the egg is ‘free-range’.

We’ve got ‘traditionally seasoned’ and the pork has two claims, ‘outdoor bred’ and also ‘British’.

It also says that the scotch egg is ‘encased in breadcrumbs’ which are ‘hand finished’, but we’ve already got that one from the name of the product.

At the base of the box, we’ve got the traffic lights for the nutritional, which if you remember we don’t include. We only include nutritional claims which are specifically highlighted, separately from the nutritional panel and traffic light information.

We also have a certification logo here of ‘quality pork standard’. This pork standard certification logo has been made up, specifically for the purposes of this example, so we’re going to class it as a claim. In the same way that you would ‘Red Tractor’.

Let’s look at the back of pack now.

Here we’ve got a description again, but this only includes claims that we’ve already picked out of British egg, British pork, free-range egg and outdoor bred.

Under that we’ve got the ingredient declaration, which as we’ve said before, we don’t include in our assessment.

Preparation doesn’t include any claims and neither does storage.

Under that we’ve the ‘FSC’ logo, so this is a claim, but it’s a claim about packaging. And, if you remember we only have to do our vulnerability assessment for food raw materials, not packaging, so we don’t need to include the FSC as a claim.

We don’t need to look at the nutritional panel, as we don’t include it in our assessment.

Then under that we’ve got ‘Produced in the UK’ using ‘British pork’ and ‘British free-range egg’, so we need to add produced in the UK to our claims.



Notes



Frame 28

So, I’ve added the claims that we picked up from the packaging to the product claim assessment template.

Now we need to go through each one and establish if the claim is affected by a raw material.

Hand finished is a production technique which is applied during production, so it is not affected by a raw material. So, we add no to the column.

Frame 29

The claim of ‘British’ for the egg, is affected by the raw material, so we can say yes to this one.

Frame 30

‘Free-range’ is affected by the raw material, and so is ‘British pork’ and ‘outdoor bred pork’. The ‘quality pork standard’ is also related to the raw material. So, we can put yes for all of those.

Frame 31

The ‘Produced in the UK’ claim is related to where the product is made, so that’s not related to one particular ingredient.

So, we put no.

We now know what claims on pack are at risk from a food fraud threat, for this particular product they are, ‘British egg’, ‘free-range egg’, ‘British pork’, ‘outdoor bred pork’ and pork certified to the ‘quality pork standard’.

We now need to add these product claim threats to our threat scoping template.



Notes



Frame 32

To do this we’ll need the threat scoping template again.

Frame 33

Here you can see we’ve already completed the first three columns on the template, from the last exercise in lesson 1.

Now, we’re going to complete the fourth column, called product claim threats.

The first claim is for ‘British’ egg, so we can add that to the egg group.

Frame 34

The next claim was for ‘free-range’ egg, so we’ll add that.

Frame 35

Then we’ve got three product claim threats to add to the meat group for the pork, we’ve got ‘British’, ‘outdoor bred’ and also the ‘quality pork standard’. So, I’ll add those.



Notes



Frame 36

There are no product claim threats that have been identified for the oil, the spices or the breadcrumbs so I’ll just add ‘no product claim threats identified’ to these.

Frame 37

Ok, so we now have our threat scoping template filled out for the threats that have been identified from known and plausible threats, and the product claim threats.

The next step is to add the supply-chain threats, which we’ll do in the next lesson.

Frame 38

Before you do your assessment for product claims that could be at risk from food fraud threats, let’s go over what we’ve learnt in this lesson.

We know that in order to complete the product claims assessment, we need a list of all your finished products and the product codes for each.

We also need either the printed packaging for consumer products, or for products for further

manufacture- we need the finished product specifications.

Frame 39

There are a number of types of claims: Provenance which is the origin of the food.

Farming methods such as free-range and organic.

Catching methods such as line or pole.

Certification to standard such Red Tractor or organic.

Ethical claims which would be vegetarian or vegan.

Production principles such as Halal or Kosher.



Notes



Frame 40

Nutritional and health claims such as ‘reduced fat’.

Compositional claims such as the fat or cocoa content in a product.

Production techniques, which would include ‘handmade’ or ‘traditional’.

‘Free-from’ claims where the product doesn’t contain artificial preservatives, or GM ingredients.

Variety or species of meat and produce.

And finally, the use of licenses or branded ingredients.

Frame 41

We learnt that the ingredient declaration and nutritional panel is not used in the assessment.

Only claims are included that are detailed elsewhere.

Frame 42

To assess the claims that could be at risk from food fraud threats, we list out each of the claims for each product.

We then work out; for each claim, if the claim could be affected by the raw material.

Where it could be affected by the raw material, the claim is moved to the threat scoping document against the relevant ingredient.

Frame 43

Right, it’s your turn to have a go!

Add your products to the product claim assessment template and then work through each product, listing the claims.

Then assess each claim, as to whether it could be affected by the raw material.

For those that are, then move them to the threat scoping template that you have already started to complete in the previous lesson.

Once you’ve done that, I’ll see you in the next lesson and we’ll look at supply-chain threats.



Notes

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