Foods that promote human health - 'functional foods' or
nutraceuticals - have caught the imagination of the global food
industry. All the household-name companies are developing them as a
key driver in their global strategies. They see the prospect of new
markets and bigger margins, but the issues presented are fraught
with complexity and difficulties. Distinguishing hype from real
hope, the authors of this handbook explain the dilemmas and
contradictions the industry faces. They present a wealth of
detailed marketing, food policy and regulatory material from the
leading markets world-wide 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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