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Synopsis
* The first book to examine the revolution sweeping across the global food industry: foods that promote human health, such as Olestra
* Penetrating analysis which shows that, to succeed, the 'functional foods' revolution requires a radical restructuring of the entire industry
* A critical crossover issue for business interests, scientific probity and public health - like GM foods
* An indispensable book for all involved in the industry, the science and in public health
Foods that promote human health—“functional foods" or nutraceuticals—have caught the imagination of the global food industry. Already the public are familiar with the cholesterol-lowering margarine Benecol, the probiotic drink Yakult and the "fat-free fat" Olestra. All the household-name companies are developing functional foods as a key driver in their global strategies—chasing new markets and bigger margins. But the issues presented are complex and difficult. Distinguishing hype from real hope, the authors explain the dilemmas and contradictions the industry faces. They present a wealth of detailed marketing, food policy and regulatory material and show how the hopes of the industry, and the consumer, may be dashed. The solution they offer is radical: nothing less than a new business model of what they term a "Healthful Company".
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About the Authors
Michael Heasman is Visiting Research Fellow at the Institute of Health Sciences at City University and lead author of "The Functional Foods Revolution".
Julian Mellentin is co-editor and co-founder of New Nutrition Business and Financial Times Food Business.
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