Fitter, better, younger? Big Food’s health supplements mislead European consumers

Big Food is making more and more money with dietary supplements that promise to combat obesity, stress and menopause symptoms. However, nearly half of those claims violate EU advertising rules.

Dietary supplements have become increasingly popular over the past 15 years. In 2024, 72 percent of Dutch people over the age of 17 were taking something extra for their health. Large food companies see a new revenue model in this and are investing heavily.

For this investigation, The Investigative Desk looked at dietary supplements in which the ten largest food manufacturers in the European market have invested – a total of 431 products. We submitted the health claims of these supplements to the Dutch Inspection Board. This self-regulatory body was set up by the food industry and helps companies draft advertising codes for self-care products.

According to the European Claims Regulation, manufacturers may only use health claims that have been explicitly approved by the European Commission. These approvals are listed in the EU public register of health claims. Experts from the Inspection Council looked at whether the claims on food supplements comply with those European rules.

As it turns out, food manufacturers are massively violating health claim rules on their packaging, websites and sales channels. On nearly 200 of the 431 dietary supplements there were one or more incorrect health claims, or even medical claims. With 115 incorrect health claims and 18 medical claims, Nestlé is the biggest offender.

Even the 212 supplements that did receive a green label from the Inspection Board are often money-grubbers, believes Renger Witkamp, professor of nutrition and health.

Taking supplements is not without risk. When people do their own doctoring, there is a danger that they may delay a doctor’s visit. Supplements combined with medications can also be risky.

Read the full investigation published on Follow the Money (in Dutch).

Read the full investigation published on Follow the Money (in English).

Re-watch Radar on NPO 2 here.

Watch the broadcast of NPO Radio 1 here.

Listen to the Follow the Money-podcast here (in English).

Interview with Irene van den Berg
Irene van den Berg is one of the investigative journalists who contributed to this series

What prompted you to research food manufacturers?
From earlier research by Mathilde de Jeu and myself for The Investigative Desk, published in the British Medical Journal and the NTvG, we found that the tobacco industry profits from selling medical products used to treat conditions caused or worsened by smoking. These include inhalers for asthma and COPD patients, lung cancer drugs, and addiction treatments. 

When we asked health insurers for their views, one replied that the tobacco industry isn’t the only one playing both sides, making money from both causing problems and providing solutions. They cited Nestlé as an example, which profits from selling chocolate and frozen pizzas while also selling weight-loss products. This became our starting point to systematically investigate which “health products” the food industry invests in.

Why is this story important?
This story matters because it reveals how industries that harm public health also profit from treating the very diseases they help cause. It shows their influence extends far beyond what we usually associate with them. By exposing these financial links, we can better understand how commercial interests shape healthcare, often undermining prevention and public trust.

When did you start this investigation?
After our publications about the tobacco industry profiting on both sides, Mathilde and I felt it was important to examine whether the same dynamic existed in the food sector. We began our first story on Big Food’s investments in health products at the end of 2024, then continued investigating Ozempic-like drugs and other products the food industry funds. Most recently, we examined misleading claims made for dietary supplements.

How did the international collaboration develop?
Because this is an international story, we reached out to Geneva Health Files, with whom The Investigative Desk had collaborated previously. The founder and editor-in-chief were immediately open to working together, which was excellent since their platform reaches a truly international audience. 

This was important to us: Big Food and Big Pharma’s influence doesn’t stop at national borders, so neither should our reporting. We also had a very positive collaboration with the Dutch television programme Radar, which helped our dietary supplements investigation reach a much wider public.

Is there a moment during the research that has stayed with you?
One moment that really stayed with me was my interview with Frederique de Jong for the Follow The Money podcast Frederique vraagt door. As we discussed our research, her surprise mixed with genuine concern really struck me. That moment reminded me why we keep digging—because this story genuinely resonates.