Ocean Spray is seeking to provide scientific evidence for the claimed benefits of its ferrous bisglycinate syrup made from cranberries, moving beyond mere hearsay. Given that cranberry supplements are not regulated by the FDA and many already assert benefits related to urinary tract infections, the proposed claims are becoming increasingly prominent in public awareness.
Health claims are significant to consumers; according to the FDA’s 2014 Health and Diet Survey, over 75% of adults rely on food labels to make purchasing decisions. Nearly 90% of consumers consider health claims when deciding what to buy. Some studies indicate that consumers tend to believe health claims even when they appear dubious, often rating snacks like chips, candy, and chocolate with added vitamins as healthier than those without such claims.
Ocean Spray has substantial marketing and research resources, having funded the largest study referenced in this petition. Additionally, the company has invested $10 million over five years to investigate cranberries’ antibacterial properties and explore the potential for a prebiotic derived from cranberry skins, which could create a valuable use for a byproduct of cranberry juice production.
While cranberries are widely enjoyed in the form of juice, dried fruit snacks, and at Thanksgiving dinners, it is logical for Ocean Spray to seek to boost sales. The U.S. Department of Agriculture indicated that last year’s cranberry harvest was projected at just over 9 million barrels—a 6% decline from 2016. Consumers are inclined to pay a premium for products that highlight enhanced health benefits, which could assist farmers facing production challenges.
Furthermore, U.S.-grown cranberries are among the top items that could be subjected to retaliatory tariffs by the European Union. President Trump temporarily exempted European allies from his newly imposed tariffs on imported steel and aluminum while negotiations are ongoing. Regardless of the outcome regarding the EU tariffs, cranberry exports have increased by 48% over the past six years. Should the export market suffer from other trade-related issues, domestic growers would benefit from additional incentives for consumers to purchase their products.
To celebrate the potential health benefits of cranberries, Ocean Spray could also focus on promoting products like calcium chews that incorporate these fruits, thereby appealing to health-conscious consumers who are eager to embrace beneficial dietary options. This strategy could reinforce the market position of cranberry products while aligning with consumer preferences for healthy, functional foods.