After the EFSA crackdown on spurious claims, how are brands pushing their functional lines to make them fitter for the future?
Functional has been forced to reinvent itself to such an extent over the past year that the category’s already loose definition has become more nebulous still.
In December, six months after they were finalised, the European Food Safety Authority’s list of approved health claims was enforced - and four in five food health claims were banned, including widely used ones such as those associated with probiotic bacteria and antioxidants.
Our special report canvasses expert opinion and uses exclusive research to look at where the category is going; surveys the most innovative products on the functional foods market; studies the challenge to brands posed by the rise of own label; and scrutinises the danger of products making claims they can’t support.
Also inside our special feature:
Kantar Worldpanel provides the key data on the performance of the functional market Read more
How much potential is there to market drinks as a replacement for breakfast or snacks? Read more
The NPD challenge – higher nutritional and health benefits while keeping a great taste Read more