Producers of tomatoes, tomato sauce and dietary supplements containing lycopene — the substance that makes tomatoes red — will not be allowed to advertise claims that they reduce the risk of many forms of cancer, the Food and Drug Administration said Wednesday. Companies will be able to suggest a limited link between tomatoes and a lowered risk of prostate cancer, the agency said.In response to proposals from industry and other groups, the FDA said it will allow only a few limited health claims to appear on packages of tomatoes and tomato sauce. It also rejected proposals to advertise lycopene alone — available in supplements — as having cancer-related benefits. The FDA announced its decision on lycopene in a Nov. 8 letter to American Longevity.The rulings were in response to petitions from American Longevity, which makes supplements and other health products, and the Lycopene Health Claim Coalition, a group that includes ketchup manufacturer H.J. Heinz Co.American Longevity contends the lycopene in tomatoes reduces the risk of a number of cancers, including prostate, colon and breast cancer. The company offered a number of published studies that it said supported its assertion.Heinz, meanwhile, only sought a connection between tomatoes and prostate cancer, company officials said. The FDA authorized the following for use on product labels: “Very limited and preliminary scientific research suggests that eating one-half to one cup of tomatoes and/or tomato sauce a week may reduce the risk of prostate cancer. FDA concludes that there is little scientific evidence supporting the claim.""It sounds horrible,” said Kerr Dow, chief technical officer for Heinz. “It’s actually really good news."He said it is unlikely Heinz would include the claim on its products, but it could use the language to promote further research into a link between tomatoes and reduced prostate cancer risk.
