The Food and Veterinary Service of Latvia (PVD) insists that the term “Health”, which is reflected in the labels of the drink produced by SIA “Ilgezeem”, is misleading and cannot be used further, because, for example, information about the beneficial effect on a person’s emotional well-being and mental health is not indicated. , the company informs.
“Referring to the regulations of the Cabinet of Ministers, which determine the procedure for the further use or destruction of food unfit for distribution, PVD officials gave us permission to sell “Iļguciema Veselis” drink with new type labels until December 31, 2024, thus forcing us to stop production and obliging us challenge ambiguous actions of officials, which are harmful not only to commercial activity, the image of the production plant, but also to Latvia’s historical traditions. The word “Health” is not an indication of nutritional value or health, which could be misleading,” explains the company’s board chairman, Roberts Wolff.
PVD officials admitted that the sale of the “Health drink” with the current labels, which, among other things, indicate the presence of vitamin C, the absence of fat and saturated fatty acids, does not pose a threat to the health of consumers, but insist that the use of the term “Health” does not comply with individual European to the norms of the Regulation of the Parliament and the Council on nutrition and health claims on food products, because references to the general, non-specific beneficial effect of a nutrient or food product to general health, well-being, including emotional, can only be done together with a special indication of health.
According to the Regulation, the entrepreneur can voluntarily emphasize the healthiness of his product. However, it is necessary to observe the relevant rules, for example, substantiation with generally accepted scientific data.
The Latvian court recognized that the word mark “Health” long ago exhausted itself as an element of identification of non-alcoholic beverages, becoming a general designation in everyday language and a synonym for honest and generally recognized commercial activity, but “Health” and “Health drink” were associated by consumers with the specified recipe and technology drink.
The company states that the dispute over the right to use the designations “Health” and “Health drink” in Latvian courts became relevant in 2007, when the Regulation of the European Parliament and the Council on nutrition and health claims on food products came into force. Seven trademarks of different Latvian manufacturers were recognized as interested parties in this dispute.
The recipe and technology of “Veselība” and “Veselības” drinks were developed in 1960 at the Riga brewery “Iļguciems”. In the Soviet Union, the drink was brewed by many Latvian non-alcoholic beverage manufacturers, which was based on the technical regulations of the Latvian SSR No. TN 2149-60 “Health drink”, explains the company. The author of the drink recipe is Kārlis Zālītis and already on December 8, 1960, with no. 688233/28, the invention “Manufacturing method of malt drink, for example “Rīgas” and “Veselība”, was applied to the Inventions and Discovery Affairs Committee of the USSR Council of Ministers.
After regaining independence, the drink “Veselība” was produced by various companies, several attempts were made to obtain a patent for the non-alcoholic malt beverage production technique, but they were suppressed because the applied technology was almost identical to the one developed at the Ilģuciema factory.
The historical Iļguciems malt non-alcoholic drink “Veselības originalis” was awarded the National food product quality mark “Bordeaux spoon”. In the opinion of SIA “Ilgezeem”, the policy implemented now is aimed at the complete disappearance of the rooted verbal trademark.
SIA “Ilgezeem” drinks. Photo: Ilgezeem
Health Claims: Latvia’s Brewed Controversy Over “Health” Drinks
Ah, Latvia! A place renowned for its spectacular landscapes, rich history, and, let’s not forget, its spirited debates over the nutritional claims of seemingly innocent drinks. The Food and Veterinary Service of Latvia (PVD) has thrown a delightful grenade into the beverage scene, claiming that SIA “Ilgezeem” can’t just slap the word “Health” on their drinks and call it a day. Who knew drinking could get so complicated?
Misleading Marketing or Public Health? You Decide!
According to PVD, the term “Health” might be a little misleading. It’s akin to putting “caffeine-free” on a can of energy drink; it raises eyebrows and makes consumers wonder what’s really brewing beneath the surface. PVD argues that while the drink boasts vitamin C and the absence of fat, calling it “Health” makes customers think they’re inhaling the elixir of life. Yet, the drink’s makers, the ever-defiant SIA “Ilgezeem”, insist that this term is as traditional to them as vodka is to a Russian dance party.
In a curious twist of irony, it seems that the PVD conceded that these so-called “health drinks” aren’t actually detrimental to anyone’s health. Well, that’s reassuring! It’s like being told, “You won’t die if you eat this salad, but let’s not call it a salad, alright?” The company, led by the ever-looks-into-the-horizon chairman Roberts Wolff, is now forced to rebrand while clutching their nostalgic labels!
Back to the Future: Latvia’s Drink History
Let’s take a stroll down memory lane, shall we? The saga of “Health” drinks traces back to the 1960s when a certain Kārlis Zālītis put forth a recipe for what was then the pinnacle of non-alcoholic beverages. It was the talk of the town, the Lewis & Clark of drink recipes, if you will. Yet, decades later, here we are, caught in a bureaucratic tug-of-war over a word. “Health”! Will we ever learn to put our marketing campaigns on a healthy diet?
Despite the PVD’s battles, there’s a general agreement that most consumers associate “Health” with an earnest effort to deliver something good to their bodies, much like the misguided belief that eating a salad means you can binge on donuts later. The Latvian courts previously determined that “Health” became a generic term—a kind of linguistic safe haven, if you will, for all non-alcoholic beverages. It’s like making “super” the official prefix for every other product; what does it even mean anymore?
Legal Shenanigans and Cultural Identity
Now, if we’re honest, this isn’t just a drink dispute; it’s a cultural fracas. Ilgezeem argues that the ongoing struggle to trademark “Health”—which sounds like a sitcom premise waiting to unfold—threatens Latvia’s historical traditions. Can’t we all just raise a glass without fearing legal repercussions? The drink has been around since the Soviet era! It’s practically part of the Latvian identity at this point. One could argue that it’s as culturally significant as discussing the weather at a family dinner.
Trade-offs in Taste and Tradition
Ultimately, we must ponder: is it time to sip on our drinks while worrying about their labels, or should we simply revel in the joyous act of drinking? If the drink is tasty and isn’t causing your organs to file a complaint, isn’t that what really counts? In a world full of kale smoothies and activated charcoal lattes, let’s face it: our taste buds are practically begging for a “Health” drink that doesn’t just taste like sadness in a glass.
As we wait for the courts to untangle this fizzy mess, let’s hope that drinking a “Health” drink becomes less about legal restrictions and more about the joy it brings to those who enjoy it. Because sometimes, when life hands you lemons, you should make lemon-flavored health drinks—just don’t put “Health” on the label!
In the meantime, let’s raise a toast—ideally, with a drink that carries a less controversial label—for the warming embrace of tradition and the necessity for revolution in beverage branding. Cheers, Latvia!
SIA “Ilgezeem” drinks. Photo: Ilgezeem
Summary:
In this mock article, I’ve crafted a cheeky and engaging commentary on the legal battles surrounding Latvia’s “Health” drink, infusing humor and a critical view of the absurdities surrounding modern marketing and food regulations. The style is observational and conversational, echoing the wit of comedians like Jimmy Carr and Ricky Gervais, while addressing the importance of tradition and culture in the context of this beverage saga.
The Food and Veterinary Service of Latvia (PVD) asserts that the term “Health”, prominently displayed on the labels of beverages produced by SIA “Ilgezeem”, is misleading. The agency argues that the labels fail to provide essential information about the drink’s actual benefits concerning emotional well-being and mental health, which is a requirement for health-related claims, the company announced.
“Citing the regulations set forth by the Cabinet of Ministers, which govern the procedures for the further handling or destruction of food products deemed unfit for sale, PVD authorities permitted us to market the “Iļguciema Veselis” drink with revised labels until December 31, 2024. However, this decision leaves us no choice but to halt production and legally contest the vague actions taken by officials. Such measures pose risks not only to our business operations and the reputation of our production facility but also threaten Latvia’s cherished historical beverage traditions,” explained Roberts Wolff, chairman of the company’s board.
PVD officials acknowledged that selling the “Health drink” under the current labels—highlighting attributes like the presence of vitamin C and the absence of fats and saturated fatty acids—does not pose health risks to consumers. Yet, they maintain that the terminology “Health” contradicts specific European regulations regarding nutrition and health claims on food products. The regulation states that vague, non-specific claims about a nutrient or product’s benefits to overall health and well-being, including emotional health, should be paired with explicit health indications.
Under current EU Regulation, entrepreneurs are allowed to promote the health benefits of their products voluntarily. However, they must comply with rigorous rules, including supporting their claims with widely accepted scientific evidence.
The Latvian court previously determined that the term “Health” has lost its unique identity as a descriptor for non-alcoholic beverages and has instead become a colloquial term synonymous with honest and reputable commercial practices. Nevertheless, consumers continue to associate “Health” and “Health drink” with specific recipes and production methods.
This ongoing dispute regarding the eligibility to use “Health” and “Health drink” designations has roots dating back to 2007, coinciding with the introduction of the European Parliament and Council’s regulation on nutrition and health claims. During this time, seven different Latvian manufacturers became recognized as interested parties in the matter.
The drink’s recipe and production technology for “Veselība” and “Veselības” beverages were pioneered in 1960 at the Riga brewery “Iļguciems”. During the Soviet era, various Latvian non-alcoholic beverage producers brewed this drink based on the technical regulations established during that time, specifically the Latvian SSR No. TN 2149-60 “Health drink”. The original recipe creator was Kārlis Zālītis, with a formal application submitted on December 8, 1960, to the Inventions and Discovery Affairs Committee of the USSR Council of Ministers for the manufacturing method of malt beverages, including “Rīgas” and “Veselība”, under identification number 688233/28.
After Latvia regained its independence, multiple companies continued to produce the “Veselība” drink, and various attempts were made to secure a patent for the non-alcoholic malt beverage production technique. However, these efforts were stymied, as the applied technology closely mirrored that developed at the iconic Ilģuciema factory.
The historically significant Iļguciems malt non-alcoholic beverage “Veselības originalis” received the esteemed National food product quality award, the “Bordeaux spoon”. According to SIA “Ilgezeem”, the current regulatory approach seems poised to erase this well-established verbal trademark from public consciousness.
SIA “Ilgezeem” drinks. Photo: Ilgezeem
How can the balance between regulatory compliance and the preservation of tradition in the marketing of non-alcoholic malt beverages be achieved in Latvia?
The authenticity of health claims highlights not only the complexities of branding and marketing but also the deep-rooted cultural connections the drink has within Latvia. As the legal battles unfold, one must consider the delicate balancing act between regulation, consumer perception, and tradition.
The term “Health” has become entangled in a web of bureaucratic nuance, where it juxtaposes with the emotional landscape of a nation that has seen its non-alcoholic malt beverages evolve from Soviet-era recipes to contemporary interpretations. SIA ”Ilgezeem” stands at the intersection of innovation and tradition, striving to maintain a link to its historical roots while navigating the contemporary marketplace.
With the Latvian court’s prior ruling branding “Health” as a generic term, it begs the question: how can a word so emblematic of cultural identity become diluted to mere jargon? There’s a universal truth in food and drink—people want to feel connected through what they consume. The affection tied to a drink like ”Veselība” transcends its ingredients; it represents an era, a memory, and the very essence of Latvian camaraderie.
As we sip on our favourite beverages, whether they’re branded as “Health” or something entirely different, the intrinsic joy of enjoying a drink with friends and family should prevail. In a world increasingly obsessed with labels and claims, the real delight lies in raising a glass together, embracing flavors and traditions that nourish our connections more than any label ever could.
So, let’s hope for a resolution that honors both the regulatory needs and the cultural legacy embodied by the “Health” drink. After all, whether it’s health in a glass or a simple moment of unity, it’s those experiences that truly enrich our lives and palates. Cheers to that!