Currently the health food industry in Japan is buzzing with the news of a new claim system for Food with Function Claims (FFC). According to the news and several interviews, we estimate that more than 270 products are submitted to the Consumer Affairs Agency up to now, and 67 products (one withdrawn) are accepted by the agency(as of August 5, 2015). Target condition for the claims accepted include eye health, skin health, joint health, digestive health, body fat reduction, mental health, anti-fatigue, sleep support and life-style disease prevention (blood sugar, blood lipid etc). The substantiation of claims are mostly systematic review of functional ingredient (active component), which is 80% of the total number of accepted products, clinical study is used only for 12 products so far. Most of the companies are requested to revise the dossiers or provide additional information after a submission and that is making the process longer. Companies must submit the dossiers 60 days before launch of product, but it starts from the date of acceptance by the agency. Since it takes time until the information get disclosed, consumer organizations complain that there is not enough time for consumers to check the information. Voices raised by the industry and consumer organizations are trying to urge the agency to accelerate the confirmation. Companies starting for the preparation of notification from now should be reminded that it will surely take much more time than you expect to get your product passed as FFC.