Why is my nutrition proof point getting rejected?

Your nutrition proof point may be being rejected because of the additional criteria for our nutrition proof points which are designed to prevent health halos.

What is a "health halo"?

A health halo is an established term in F&B marketing which refers to when a claim about one nutrient (e.g. high protein, high fibre) creates an overall impression of healthiness that the rest of the product's nutritional profile doesn't support. For example, a cereal bar could have a high protein content whilst also containing an unhealthy amount of sugar.

Provenance believes this is a misleading practice therefore to be approved for a nutritional claim (High in Protein, High in Fibre, Low in Sugar, Low in Salt, Low in Saturated Fat), a product must clear two separate checks:

1. The claim itself must meet the legal threshold
These thresholds come from Regulation (EC) No 1924/2006 on nutrition and health claims made on foods.

Claim	Threshold
High in protein	≥20% of energy value from protein
High in fibre	≥6g fibre per 100g (or ≥3g per 100kcal)
Low in sugar	≤5g sugar per 100g (solids) / ≤2.5g per 100ml (liquids)
Low in salt	≤0.3g salt per 100g
Low in saturated fat	≤1.5g per 100g (solids) / ≤0.75g per 100ml (liquids)

2. The product must also pass our anti-health-halo criteria
Even if a product meets the claim threshold above, we additionally check it against the UK FSA's Front of Pack (FoP) traffic light "red" bands.

Nutrient of concern	Red threshold (per 100g, solids)
Total sugar	≥22.5g
Saturated fat	≥5.0g
Salt	≥1.5g

If a product falls into the red band for sugar, saturated fat, or salt, we won't approve a nutritional claim for it regardless of whether it meets the Reg 1924/2006 criteria for that specific claim.