We considered the claim that garlic “has reports of helping to lower blood pressure” and that ginger “can help fight high blood pressure” in ad (b) would be understood to mean those ingredients in the Fire Cider product could reduce high blood pressure. Because high blood pressure was a risk factor in the development of a range of diseases, we considered the claims were therefore reduction of disease risk claims. ACV is a natural remedy that has been used for thousands of years in cooking and medicine. We recommend using this in your cooking to add depth of flavour and take advantage of the health benefits - whether this be as a dressing on your salad, drizzled over roasted vegetables or for caramelising onions. Classic Daily Dose

Willy's ACV includes the mother, and with all their vinegars, apart from their dosing bottles, they recommend shaking the bottle to activate the mother. You can dilute the ACV with warm water, mix it in other drinks such as smoothies, use it as a dressing for food, or use it as an ingredient in a meal. You may want to use ACV for steam facials, as a hair treatment, or even add a spoonful to your bath. Contains free-radical fighting antioxidants to reduce the acidity levels in your body to support your overall health. Ditch the salt and splash some apple cider vinegar into your meal to enhance the taste. Replace caffeine with an energising warm drink with ACV. Drizzle Over Meals A 2020 US study found that, yes, apple cider vinegar could help regulate blood glucose concentrations and be of help to those with type two diabetes. And further research found links between apple cider vinegar intake and reduced cholesterol – but take note: that was just a small study, and there's more testing to be done.

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The CAP Code stated that health claims that referred to a rate or amount of weight loss were not acceptable when made in relation to a food. We considered consumers would understand the claim “I’ve lost 3 stone” in ad (a) to mean that William Chase had lost three stone in weight as a result of consuming apple cider vinegar. As referenced above, claims that a food could help weight loss were health claims. The claim was therefore a health claim made in relation to a food that also referred to an amount of weight loss. We concluded the claim breached the Code. We then assessed which claims were general health claims, which therefore must be accompanied by an authorised specific health claim on the GB NHC Register.

We considered the claims “play a part in bone and heart health” in ad (c) and “improving heart health” in ad (d) were references to the products promoting general good health of the bones and heart. We considered the claims “Good gut” and “gut-healthy goodness” in ad (a) and “#GutHealth” in ad (b) would be understood as meaning that the products were good for the overall general health of the gut. We considered the claims “Live probiotic foods” in ad (a) would be understood similarly, because consumers were likely to understand the word “probiotic” as describing a substance that contributed to the general good health of the gut. For the same reasons we considered the claim “with premium live probiotics to boost gut health” in ad (a) would also be understood as a reference to general health of the gut. All the above claims were therefore general health claims for the purposes of the Code. However, none of the claims were accompanied by relevant, authorised specific health claims as was required.Drizzle over meals. Add to most meals, including coups, salads, roasted vegetables, and meat basting. Use in sauces, dressings, dips, and marinades. We considered the claim “speed up your metabolism” in ad (b) would be understood to mean the product would speed up the metabolism, and that in turn would help with weight management and weight loss. Ad (a) also included the claim that the product “helped … lose weight”. Those claims were specific health claims. Ads (b) and (c) included the claim “loaded with antioxidants”, and ad (b) also included the claim “Ginger – loaded with antioxidants” in relation to the Fire Cider product. We considered those claims were specific health claims that the products, or ingredients in them, helped to protect cells from oxidative stress.

Apple cider vinegar is keto-friendly and can be added to water to add some flavour. Willy’s organic apple cider vinegar can also be used as a salad dressing because it has a low carbohydrate composition, making it great for those on a keto diet. Ad (a) also included the claim that Sir Ranulph Fiennes had said apple cider vinegar “helped relieve his arthritis symptoms” and ad (d) stated “Apple cider vinegar (ACV) has been used as a natural remedy for centuries – […] helping arthritis symptoms”. We considered those were claims that apple cider vinegar could help to treat a human disease. Face sauna: add 20 ml of ACV to a bowl of boiled water and place a towel over your head. Let your face absorb the mist for up to 15 minutes.On that point, ads (a), (b), (c), (d), (e) and (f) breached CAP Code (Edition 12) rules 15.1, 15.1.1, and 15.2 (Food, food supplements and associated health or nutrition claims).