Five caffeine health claims approved by the European Food Safety Authority (EFSA) but not yet EU-approved as industry, consumer and government stakeholders debate concerns, are in use anyway.

An example is UK start-up True Start which was established this year by two British Ironman triathletes who used caffeine and developed what they call ‘caffeine-controlled performance coffee’, feeding off EFSA-backed caffeine-endurance claims.

True Start’s USP is its claim to be the only coffee in the world that can precisely guarantee caffeine content, which it establishes from research that shows 2-3 mg caffeine per kilogram of body weight is optimum for athletic performance. It uses a premium Columbian arabica bean.

#Caffeine is one of the best-tested ergogenic aids and is known to help athletes #trainharder & longer.. http://t.co/7xCszgEral #Coffee #Run
— TrueStart Coffee (@TrueStartCoffee) May 11, 2015

One claims expert said such claims may draw regulator attention because they are straying from the wording of the five positive opinions from EFSA’s Panel on Dietetic Products, Nutrition and Allergies (NDA) under the EU nutrition and health claims regulation (NHCR ).

http://www.nutraingredients.com/Regulation-Policy/Lawyer-EU-s-on-hold-caffeine-claims-are-usable/?utm_source=newsletter_daily&utm_medium=email&utm_campaign=GIN_FNd&c=xp6tNRWPQnagQHiCH%2BSIZDSgUSe%2BESJ0&p2=