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Gulfood Green 2024

17 Jan 2024

Elevating the benefits of functional foods

Elevating the benefits of functional foods

The embrace of “food as medicine” is growing, with marketers exploring the use of health claims and “functional suggestions” that speak to consumers who are pursuing holistic health. For many, diet has become intentional. If an apple a day keeps the doctor away, what other foods have attributes that may contribute to healthy living?

“Category innovation will need to cater to interest in evergreen health and wellness concepts by encouraging frequent consumption for long-term benefit,” said Doug Resh, director-commercial marketing, T. Hasegawa USA, Cerritos, Calif. “These efforts can be balanced by innovation that plays to interest in trendy health and wellness concepts that provide immediate or short-term benefits.

 

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