In 1997 Europe introduced its Novel Foods regulation which requires any food or ingredient not typically consumed in the EU prior to May 1997 to undergo safety assessment before it can be sold across the EU's 27-member bloc.
The lengthy process is not popular and has been heavily criticized by the industry for stalling innovation, however the European Commission has indicated that it will eventually be streamlined. It took Tahitian Noni over four years to complete from its original application it filed with the EU authorities in 2006.
The first approval for Tahitian Noni juice opened up a completely new market for both Tahitian Noni and its competitors. ?This has been a long process but in the meantime the company has strengthened its position in the market with its flagship noni beverage products,? said a spokeswoman for Noni; Whom also indicated the company covered all its food categories relevant for noni products to maintain a sustainable and competitive business with the EU's third approval.
Noni concentrate and puree can now be used as a result of this approval, allowing the company to produce confectionery, powdered nutritional drink mixes, soda, ice cream, bread, deserts, cereals,icings, sauces, and condiments. According to Noni's spokesperson, several clinical studies provided beneficial effects of the fruit on the immune and cardiovascular systems, and demonstrated its cholesterol-lowering potential.
The European Food Safety Authority (EFSA)?s Panel on Dietetic Products, Nutrition and Allergies (NDA) found no safety issues with the Morinda citrifolia noni fruit puree and concentrate.
?Whilst the fruit is known to have a strong antioxidant activity, as well as the leaves, the seeds are high in linoleic acid." Said Noni's spokesperson.
There have been adverse effects reported with the consumption of noni juice, however the available data is not sufficient to establish a causal relationship between consuming noni juice, and hepatoxicity.
