Herbal sweets, pre-biotic toffees, DHA-enriched chocolate, St John's Wort lollipops, memory chocolate and brain gum are among products already launched in Europe and the US. Developments in functional confectionery in Europe show a number of interesting initiatives. For example, Mars has begun to functionalise' some medicated lines, including the Tunes and Lockets brands. In December 2000, in Switzerland, Mars launched chews enriched with prebiotic fibres, provitamin A, and vitamins C and E, under the Tunes brand which it claims increases the body's natural defences. Mars recently introduced to the UK lozenges that claim to fight winter germs. Called zinc48, it is an extension to the Lockets brand and adds to the growing body of evidence linking zinc to immune system enhancement. Also worthy of mention is the recent introduction of ACTiLiFE toffees from the leading Swiss retailer Migros. As in the chews from Mars, the key ingredients are oligofructose and inulin. The product claims to stimulate the intestinal flora. Other well-being ingredients finding application in a range of sugar-free functional confectionery from the German company Vivil are royal jelly, guarana, taurine and co-enzyme Q10. Turning to North America, Adams USA, a division of the healthcare company Pfizer, has just launched a functional confectionery range there and in Canada under the Body Smarts brand. The candy bars and fruit chews are fortified with a combination of 17 vitamins and minerals and by a $70m marketing campaign, with the possibility of a global roll-out. However, activities in Europe and North America pale into insignificance compared with those in Japan. In common with the Japanese functional foods market as a whole, functional confectionery represents a thriving sector and an area of strong market development. Indicative of the highly developed nature of the market are some unique concepts ­ for example, chocolate bars that promote intestinal balance', anti-halitosis products and skin care products. Globally, there is growing interest in the commercial potential for confectionery that offers benefits beyond pure nutrition. A review of market activity in functional confectionery highlights at least 12 well-being propositions, for example bone health, urinary tract health and immune system support. There appear to be two prime channels for the commercialisation of functional confectionery ­ the mainstream food market and the healthcare sector. Looking at Europe, experience suggests that prudence will be needed to develop functional confectionery in the mainstream food market: confectionery is high profile and more open to scrutiny by consumer interest groups and the media. Companies should consider restricting themselves to low-key health propositions ­ recent European consumer research by Leatherhead indicates opportunity around the concept of energy. It is equally important to recognise that the key drivers in the mainstream functional confectionery market will centre on enjoyment and lifestyle, with health propositions of secondary, but growing importance. Most analysts consider the functional confectionery market offers significant added value growth potential. Over the next three years, Leatherhead forecasts that the UK market will register growth of 25%, giving a market value of around £350m by the end of 2003. And while the treat nature of confectionery will preclude functional' lines from becoming the norm in the sector, shares of only a few per cent will give rise to a large and profitable niche. There are clearly exciting times ahead. l John Young is director of information at the Leatherhead Food Research Association. {{FOCUS SPECIALS }}