Exhale made unauthorized health and nutrition claims, the ASA stated. The claims about slowing aging, protecting telomeres and improving longevity were specific health claims, but the company had not provided evidence that these claims were approved for coffee or its ingredients under the GB Nutrition and Health Claims Register. Claims that the coffee was “high in antioxidants” and polyphenols were also considered unauthorized nutrition claims. The company told the ASA it believed it could make broader “healthy coffee” claims because it could substantiate specific health claims. “Even well-conducted research cannot be translated into commercial health claims unless those claims have been formally authorized under the applicable legislation.”