Nutrition Business Journal

Consumer Awareness of Functional Food Builds Surely... But Slowly

Q&A with Julian Mellentin, editor-inchief of U.K.-based New Nutrition News and co-author of “The Functional Foods Revolution”

NBJ: What are the major functional food trends you see today?

JM: Convenience is the most important thing when it comes to food and health. That’s the overwhelming evidence of the last 15 years. Products that perform best are those that put convenience first and make health a secondary benefit. People like to focus on hot, new ingredients, but while you can see ingredients rapidly gain popularity in dietary supplements, you rarely if ever see them becoming explosivel

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