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Success In Functional Foods Comes From Meeting Consumers Needs, Not “Hot Ingredients”

November 1, 2010: 06:22 AM EST

What makes a successful functional food? It’s not a “hot ingredient,” according to industry expert Julian Mellentin. Instead it’s a combination of the right packaging and product differentiation, clearly explained health benefits of key ingredients and – most important of all – filling consumer wants. An example is digestive health, the most important benefit currently offered by functional foods, which is why they comprise the largest segment of the market along with energy drinks. The reasons for their success, however, are fairly easy to define. Technological advances in probiotics and fiber have helped, of course. But the key factor is how products are carefully created and marketed to meet demonstrated consumer needs. Surveys have found that digestive health ranks among the top four health concerns globally: digestive disorders affect nearly everyone at one time or another.

Julian Mellentin, "Finding Success in Functional Foods", Nutraceuticals World, November 01, 2010, © Rodman Publishing
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