What we'll say, and what we won't.
UK law only lets food brands make health claims from an approved list, word for word, under conditions. This is ours: what we say and where, what we're holding back, and what we won't touch.
Every health claim on this site is copied word for word from the GB register. Find one that isn't, email us at hello@heftcoffee.co, and we'll fix it and say so here.
We'll say it, word for word.
Protein
These apply because HEFT is high in protein: at least 20% of its energy comes from protein (about 55% in the draft recipe).
High protein.
A nutrition claim. Used across the site.
Protein contributes to a growth in muscle mass.
Used on the label page, the Desk edition and the creator brief.
Protein contributes to the maintenance of muscle mass.
Used across the site.
Protein contributes to the maintenance of normal bones.
Used on the label page, the 40+ edition and the creator brief.
Vitamin D
10µg a scoop, 200% of the NRV.
Vitamin D contributes to the maintenance of normal bones.
Used across the site.
Vitamin D contributes to the maintenance of normal muscle function.
Used on the homepage, the label page, the Desk and 40+ editions and the creator brief.
Vitamin D contributes to the normal function of the immune system.
Used on the label page, the School-run edition and the creator brief.
Creatine
3g a day.
Creatine increases physical performance in successive bursts of short-term, high intensity exercise.
The beneficial effect is obtained with a daily intake of 3g of creatine. It's for adults doing high-intensity exercise, so we only use it on the page written for people who train (the Desk edition) and in the creator brief.
Held back, for now.
Not authorised in the UK, so we won't say it.
Some of these are interesting, and some are being researched. None of them is an authorised claim, so none of them is a HEFT claim.
Creatine and your brainNot authorised in the UKBeing researched. Not an authorised claim.Caffeine and alertness or concentrationNot authorised in the UKAssessed in Europe. Never authorised as a claim.L-theanine and feeling calmNot authorised in the UKMatcha contains it. No authorised claim exists for what it does.Protein and feeling fullNot authorised in the UKNot an authorised claim.Vitamin D and your moodNot authorised in the UKNot an authorised claim.Energy, as a promiseNot authorised in the UKNot an authorised claim on its own.Fat burning, or weight loss from a coffeeNot authorised in the UKNo authorised claim for a food like this. Vitamins B6 and B12, magnesium and zinc do have authorised metabolism claims, but like the rest of their claims, those are held back for now (see above).DetoxNot authorised in the UKNot a thing a coffee does.Healthy ageingNot authorised in the UKNot an authorised claim.
Corrections and clarifications
Lines from the earlier version of this site that were wrong, and what's true. Corrected when the site was rebuilt, .
- We said: "Stevia only. That's the entire label."What's true: the draft recipe also has erythritol, a natural flavouring, lecithin, and possibly an anti-caking agent and a bulking agent. The full draft ingredients list is on the label page.
- We said: 3g of creatine is "the full clinical dose".What's true: clinical was the wrong word. 3g a day is the daily intake the authorised creatine claims are built on.
- We said: "Made in Britain".What's true: no manufacturer is signed yet. We'll say where it's made once one is.
- We said: our decaf would be "caffeine-free", with "~0mg" caffeine.What's true: decaf coffee still contains a little caffeine, up to about 12mg in a scoop's worth. We'll print the measured figure.
- We said: matcha gives "smooth energy" with "no jitter, no crash".What's true: none of those are authorised claims. They're gone.
- We said: protein "helps you feel full".What's true: that isn't an authorised claim. Gone.
- We said: a typical protein coffee costs "£2 to £2.50" a cup.What's true: the closest powder rival costs about 86p a cup. The comparison page now names products and dates prices.
- We said: "We're taste-testing obsessively."What's true: there are no samples yet, so there's nothing to taste. Taste tests start when samples arrive, and we'll publish the scores.
- We said: "Free UK delivery at launch."What's true: delivery costs aren't decided. We'll say what they are before anyone can buy.
- We said: "You're in" to everyone who used our first sign-up form.What's true: that form didn't save anything. If you joined before this site was rebuilt, you're probably not on the list. Sorry. Please join again; the founding offer is the same.
Making something about HEFT?
Use the claims in the first section, word for word, and only where their conditions fit. The creator page has the rest, including the words to avoid and how to label an ad.
For creatorsThe same register, as data.
Everything in the first two sections lives in /data/claims.json.
Rather hear it from us?
Join the founding list for the launch, the build log and 25% off the first pouch.