From treat to treatment sense and nonsense

By Joep Lupgens

Joep.lupgens@aconsult.info

Functional snacks, treats and drinks are complementary pet food "with a claim." We can divide these claims in 2 categories：a. "what the product contains," the nutrient content claim ('now with garlic'); b. "what the product does",the function claim ('reduces worm-and flea infestation').

Many manufacturers like the synergy between emotion and technique of functional treats and have developed function claims for their products. Some claims make sense, however many claims are unproven or even nonsense.

Cats & Cholesterol

A few months ago, a cat milk manufacturer called me about some research work. He proudly announced that his company had developed a cat milk product containing phytostanol. We can consume this supplement ourselves in spreadable margarines (e.g., Benecol®). These margarines are consumed to help prevent heart disease by lowering total cholesterol and LDL (or "bad") cholesterol. The cat milk manufacturer faxed me impressive shelf-life and acceptance studies. His request was to set up a comparative feline study to substantiate the function claim："lowers cholesterol, reduces the likelihod of heart attacks."

The cat milk man studied his own product, which nutrients he could technically processs and how he could enhance its sales with a function claim. He even tested the product palatability on target animals, but … Cholesterol is not a feline problem. Cats rarely get cholesterol-clogged arteries in the heart, or have the heart attacks afflict humans.

Cats & Calcium

The cat milk manufacturer did not want to give up his idea of a function claim. He knew from his own mother that elderly people have an increased risk of osteoporosis, the decalcification of bones. A lack of estrogen can increase the fracture risk of bones. Estrogen deficiency can be caused by early onset of menopause or a hysterectomy, particularly when both ovaries are removed. A vast majority of cats have left their ovaries at a veterinary clinic. Most cat milk is consumed by older, spayed cats – the target market. Our manufacturer wanted to increase calcium and vitamin D in his cat milk. "Dr. Joep, can you substantiate this claim?" unfortunately, old ovary-less cats show no signs of osteoporosis. Increasing calcium intake can even lead to bladder stones such as calcium oxalate.

Cats & Cranberry

My dear client then realized that many cats suffer from lower urinary tract diseases. His wife had had the same problem and drank cranberry juice to combat this. Cranberries' effectiveness comes from the berry's ability to prevent bacteria from sticking to the lining of the urinary tract and bladder, where they multiply and cause infection. The vast majority of human (and canine ) bladder distress is caused by bacteria. Thus the cranberry can exercise its anti-adhesive properties and bacteria sill be flushed out. Feline lower urinary tract disease is poorly understood, but the general cause is not bacterial.

Nonsense

In these case studies, supplementation of cranberry, calcium or cholesterol-lowering ingredients should only lead to a nutrient content claim, not to a function claim. A function claim must be linked to the target animal, otherwise it is nothing more than a misleading nonsense claim.

Source: PETS International Magazine (ISSUE 3, 2004)