Nutrition Business Journal

More Functionality Creeping Into Natural Channel

In the natural retail channel, functional food sales were a relatively small 15% of the total functional food market. Natural and organic food has not always been regarded as the easiest match for functionality, which often requires additional processing. But today, natural and organic attributes may no longer be enough to differentiate products in crowded categories, and companies certainly appear to have become more adept at displaying health claims, providing information about nutritional

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