Growing industries coupled with scientific exploration are fertile ground for truly innovative ideas - exciting! But what happens when these new ideas don't fit into existing regulatory frameworks? This conundrum is being encountered across the industry and beyond --- nutraceutical companies exploring personalized medicine, the phood phenomenon, biotechs with their complex discoveries and sights on supplements and medical foods. All are trying to bring the next generation of preventive health to a population open to and in need for it, but are running into a very limited play space that doesn't allow them to develop the product's potential. In this talk we will explore the beginnings of a sea change in product introductions and its implications in the present and future on development, funding and progress. Case studies will help bring the issues alive, and discussion will be welcomed.