What scanner-panel data tell us about advertising

Abstract

There have been some news releases claiming that Professor Henle in Germany has found the chemical identity of UMF, and that in future chemical analysis will be used instead of assays of antibacterial activity to indicate the level of UMF in manuka honey. Both of these claims are misleading. Because the level of active substance in manuka honey is an unreliable indication of the level of antibacterial activity and can be very misleading, it is hard to see any commercial advantage for it to be used to indicate antibacterial activity other than if someone wanted to fool the consumer into thinking that the higher numbers are giving them a level of antibacterial activity that is far higher than they are really getting.