The proof’s in the pudding: how functional foods are evolving

Report
- The proof’s in the pudding: how functional foods are evolving
- 05/11/2010
- Sam Shaw


Playing good, not playing god Creative Commons, CIAT (2010) ©

Scope
Rising health costs and the proliferation of degenerative, diet-based health afflictions such as obesity, cancer and heart disease have created a growing interest in functional foods. Nestlé, the world's biggest food company, recently invested 500m Swiss francs (£317m) in their new enterprise Nestlé Health Sciences. Global manufacturers including Kellogg and Danone have even entered into a pre-competitive alliance to pool resources around strategic research and innovation. While the concept isn't new - governments have been asking food manufacturers to fortify products since the 1940s - private sector interest has soared as consumers take more responsibility for their own health. Rather than correct nutritional deficiencies, the new breed of functional foods bridges the lucrative gap between food and pharmaceuticals with a view to optimising health and wellness.

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Industry	Branding Psychology Food & drink Health & beauty
Location	Global
Keywords	Hyperawareness of Health Natural Mindset Slow Functional foods Danone Nestle Science Pharmaceuticals Being+

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