The Functional Foods Revolution: Healthy People, Healthy Profits?

Hardback  334 pp  ISBN 9781853836886      £80.00

Softback  334 pp  ISBN 9781853836879      £24.00

The concept of functional foods - foods that promote human health beyond basic nutrition - has caught the imagination of the global food industry. All the major household-name food companies are developing and marketing functional foods and ingredients as key drivers in their global business strategies.

Driven by big business ambition and scientists staking out new frontiers in nutrition science, the functional foods revolution is attracting both controversy and praise. The authors set out to explain the contradictory responses to functional foods and how and why such dilemmas arise, using a wealth of detailed food marketing, business strategy and food policy case study material from Europe, Japan and the United States.

From their global analysis the authors argue that many of these companies business strategies and assumptions are seriously flawed. Yet they are also able to draw on success stories to offer a radical solution; nothing less than a new business model for the future of functional foods, a model the authors call The Health Company™.

CONTENTS

• Tables, figures, boxes and photos
• Acronyms and abbreviations
• Acknowledgements
• About the Authors
• Introduction

  Part 1 A New Era in Food and Health?

1. What are functional foods?
2. Benecol € the rise and fall of the Colossus of the functional food world?
   
   Part 2 Risk, Regulation and Policy Dilemmas
   
   
3. A clash of two nutrition revolutions and cultures?
4. Eating and drinking in the risk society € implications of risk for functional food
5. Health claims and functional food
   Part 3 The Unfolding of the Functional Foods Revolution Across the World
   
   
6. The Japanese invented functional food
7. The US € breaking the boundaries between food, medicine and health
8. Is Finland the €Silicon Valley€ of European functional foods?
   
   Part 4 Global Marketing and Strategic Challenges
   
   
9. The marketing of functional food and the European dairy industry
10. Functional food strategies € lessons from the revolution
    
    Part 5 The Healthful Company€: A Leap Forward
    
    
11. Becoming a Healthful Company€

• Appendix 1 Summary of the UK code of practice on health claims on food
• Appendix 2 The definition of FOSHU
• Appendix 3 Main provisions of the Dietary Supplement Health and Education Act of 1994 (DSHEA)
• Notes
• References
• Index