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Functional Foods Success: It's Not Accidental

August 22, 2009: 11:56 AM EST
A new study notes that the functional foods industry generally has a rosy future in terms of growth. Nevertheless, some products are more successful than others, for a variety of carefully thought out reasons. Products offering a short-term benefit (e.g., quick energy boost) are more attractive. Packaging that helps a product stand out from the crowd, and warrants higher prices at the same time, leads to greater success. One of the biggest differentiators is specificity: linking a functional product to a specific health benefit. An example is Kraft’s LiveActive nutritional probiotics bars that don’t need refrigeration.
Karlene Lukovitz, "What Makes Functional Foods Click? ", MediaPost, August 22, 2009, © MediaPost Communications
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