Sir; I cannot have been the only person to be astonished by Unilever's comments ('Flora blood pressure drink fails to appeal', The Grocer, 11 November, p66) that the axed Flora Pro-activ blood pressure controlling drink "was not proven to reduce blood pressure and we don't have the clinical proof to enable us to say it does".

This cavalier approach to consumers threatens to undermine their confidence in the growing number of health-claim products on supermarket shelves.

My instinct is normally anti-regulation, but when a product makes unproven health claims as a fundamental part of its proposition, the need for regulation (putting proof before claim) becomes very persuasive.