The Food Safety Authority of Ireland (FSAI) has warned the public about unsubstantiated medical claims associated with a new type of juice imported into Ireland.
Noni juice is the juice of the fruit of Morinda Citrofolia or Indian Mulberry which is grown in Polynesia and has only been legally available in the EU since 2003. The FSAI was alerted by consumers about promotional materials accompanying the product from some sources which purport that the juice provides health benefits.
Dr Pat O'Mahony, chief specialist biotechnology, FSAI
According to Dr Pat O'Mahony, chief specialist biotechnology, FSAI, the extent of the health declarations being made in relation to noni juice from certain sources is a serious concern as there is no medical or scientific justification to support these claims.
"There is no scientific evidence available to justify claims that noni juice confers special health benefits or that it cures or prevents diseases and medical conditions," he said.
"We fear that consumers suffering from any of the wide range of medical conditions listed in some promotional material may choose to forego conventional medical treatments in favour of noni juice," said Dr O'Mahony.
The FSAI said a number of independent distributors are procuring noni juice through websites and marketing the product in Ireland. Some of the advertising and promotional literature (which constitutes labelling under EU law) that is being distributed with the product from these sources makes wide ranging health claims that have no medical or scientific basis.
It has been claimed the juice relieves the symptoms of diseases including diabetes, fibromyalgia and 'Crohn's disease.
While the sale of noni juice is legal in the EU as a food, medical claims about the product are illegal.