Last month, the agency sued POM Wonderful for making "false and unsubstantiated" health claims, and is asking the company to remove the claims from its ads. A percent juice drink that contains antioxidants and no added sugar , POM is just one of many beverages that bill themselves as promoting better health. VitaminWater, kombucha tea, coconut water, and various brands of juice drinks made from acai, goji berry, and mangosteen have all used health claims in their marketing -- and some, like POM, have been the subject of scrutiny and legal action.
The FTC, along with the Food and Drug Administration FDA , has been cracking down on food and beverage makers for allegedly overselling the health benefits of their products. In alone, the FDA warned 17 companies that they were providing misleading nutritional information on their packaging or making overly specific health claims. Not all of the products were drinks, but "the beverage category stands out," says Bruce Silverglade, director of legal affairs at the Center for Science in the Public Interest, a consumer advocacy group based in Washington, D.
Drinks such as POM have become increasingly popular with consumers in recent years, thanks in part to public health campaigns against soda that have been prompted by the obesity epidemic.
Are the health claims true? Yes and no. The federal government doesn't require companies to vet health claims with the agency before plastering them on product packaging as long as the claims are accompanied by a disclaimer about their uncertainty. But that doesn't mean the claims are invented -- most are based in research. According to a March study in the Journal of Research in Medical Sciences , pomegranates contain a range of different polyphenol antioxidants, including ellagitannins, gallotannins and flavonoids.
Of course, not all pomegranate juice is created equal. Some products are made from concentrate, like the well-known POM juice. This product reports having calories, 38 grams of carbohydrates 32 from sugar and 17 percent of the DV for potassium per cup 8 ounces. No other nutrients are listed, though POM juice likely contains polyphenol antioxidants, as well. Read more: 13 Powerful Grains and Seeds. Pomegranate is associated with a wide variety of health benefits.
This fruit is thought to be able to:. The polyphenol antioxidants are one of the most important aspects of pomegranate's nutrition. According to both the Journal of Research in Medical Sciences study and a March review in Advanced Biomedical Research , there are more antioxidants in this fruit's juice than other antioxidant-rich beverages, like green tea or red wine. A further November study in Food and Chemical Toxicology confirmed that pomegranate can increase antioxidant levels in your body and that pomegranate's benefits last for as much as a week after consumption.
These polyphenol antioxidants may be beneficial in the management or treatment of a variety of health problems, too. For example, a preliminary study in the Journal of Nutrition and Cancer published in May showed that the polyphenols in pomegranates can modulate sex hormones that play a role in preventing certain cancers, like breast cancers.
That was until Resnick, known as a hands-on and frank manager, heard the plan. She thought the juice would sell best in attractive bottles displayed in the refrigerator cases in the produce departments of grocery stores. There were many hurdles. It takes five pomegranates to fill just one ounce bottle. Unlike fruits such as oranges that are easily squeezed, pomegranates have stiff encasings stuffed with juice-filled pellets, called arils.
When juiced, the right amount of the fruit's skin must be kept to retain the fruit's health benefits, but not too much as to make the juice bitter and undrinkable. POM Wonderful had to invent its own presses. POM Wonderful then pitched the product and its health benefits on billboards with images such as a bottle with a cape with the words "The Antioxidant Superpower.
The company has had its fair share of criticism. POM agreed to temper its ads. While there's research showing pomegranates can have healthful effects, some nutrition experts remain skeptical. Jeffrey Blumberg, senior scientist at Tufts University, says there has not been enough research to declare pomegranates a wonder fruit. Barry Popkin, a nutrition expert at the University of North Carolina, is also critical of the company's claims, adding consumers should limit the intake of juices, including pomegranate juice, to no more than 4 ounces a day to control calories.
Resnick has dealt with critics before. This year, for instance, the company tackled the calorie concerns with POMx supplements in no-calorie pill form. Resnick also had to deal with protests from animal-rights supporters, upset the company had used animal testing.
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