- the plethora of UK and European regulations around health claims
- the market for these products exceeds £600 million and continues to grow
- manufacturers seem to invest ever more in promoting healthy benefits as they relaunch tired brands, or build the franchises of specialist functional food ranges
Of particular interest to me are the cholesterol-busting claims of some brands. Do functional foods represent a credible alternative to statin medications, and should manufacturers be persuading consumers that consuming their products is a pathway to a healthier and longer life? Which? clearly makes the point elsewhere in the March 2009 edition, that it is much more important to limit foods high in saturated fat, with the clear implication that functional foods don't represent good consumer value.
Health claims are a perfectly valid brand proposition, however promotion of "friendly bacteria" and "healthy Omega-3" appears to smack more of marketing opportunism than being a meaningful step in improving the health of the nation.
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