{"id":3470,"date":"2009-09-24T21:57:03","date_gmt":"2009-09-25T05:57:03","guid":{"rendered":"http:\/\/www.horace.org\/blog\/2009\/09\/24\/the-fad-for-functional-foods\/"},"modified":"2009-09-24T21:57:03","modified_gmt":"2009-09-25T05:57:03","slug":"the-fad-for-functional-foods","status":"publish","type":"post","link":"https:\/\/www.horace.org\/blog\/2009\/09\/24\/the-fad-for-functional-foods\/","title":{"rendered":"The fad for functional foods"},"content":{"rendered":"

\nOrganic food is out of fashion. Welcome genetic modify food with enhanced nutrition. Artificial gotta be better than the natural product, otherwise where is the value add of human?\n<\/p><\/blockquote>\n

<\/p>\n

Sep 24th 2009 – The Economist
\nThe popularity of \u201cnatural\u201d food spawns an unnatural response<\/p>\n

OVER the past decade, the biggest trend in food marketing has been the shift towards organic, \u201cnatural\u201d and even \u201cwhole\u201d foods. Consumers in wealthier markets worldwide have demanded foods with minimal processing, in a state as close as possible to their natural one, in the fervent (and often mistaken) belief that such food is healthier for their bodies and for the planet. Ironically, this success is now prompting multinational food giants to accelerate investments in \u201cfunctional\u201d foods that are intentionally modified to make them healthier or more nutritious.<\/p>\n

Consumers are swallowing such products, and the marketing claims that come with them, enthusiastically. PricewaterhouseCoopers, a consultancy, expects the global market for functional foods to mushroom from $78 billion in 2007 to $128 billion in 2013. One example of this approach is the enrichment of eggs with omega-3 fatty acids to combat hypertension. Another is the addition of chemicals called sterols to margarines to impede the absorption of cholesterol. The best example is the recent boom in bacteria-enriched yogurts, such as Danone\u2019s blockbuster brand Activia, which are supposed to fight \u201cbloating\u201d (code for constipation).<\/p>\n

Functional foods are nothing new, observes Bernard Hours of Danone. He says that his firm, a French dairy giant, was selling yogurt in pharmacies in Barcelona as long ago as 1919. Public-health campaigners have long added vitamin B to flour to fight pellagra and vitamin D to milk to defeat rickets. Adding iodine to salt has also helped in the battle against goitre.<\/p>\n

The modern craze for functional foods began much more recently\u2014and it started in Asia, not Europe. Long before Activia came Yakult, a bioactive yogurt-like drink from Japan that is now available worldwide. Encouraged by a government keen to improve public health, Japanese manufacturers have long tinkered with packaged foods to allow them to make health claims. On average, the Japanese spend twice as much per person on functional foods as Americans and nearly three times as much as Europeans. When Coca-Cola wanted to experiment with a supposedly healthy green-tea-flavoured drink, it targeted young Japanese women first.<\/p>\n

The trend is now spreading most rapidly in America. Firms selling everything from energy drinks to breakfast foods to artificial sweeteners (Splenda now comes with added fibre) are rushing to add miracle ingredients to their wares in the hope that the supposed benefits will entice customers. A number of rival food giants have even banded together into a coalition (dubbed \u201cSmart Choices\u201d) to agree on common labelling and advertising standards for functional foods.<\/p>\n

All this sounds impressive, but there are two factors that could yet trip things up: consumer scepticism and regulatory disapproval. There is reason to think that punters are growing wary of the notion that they can eat their way to fighting fitness. Earlier this year, Coca-Cola was sued by a consumer group over health claims made for its Vitamin Water brand. Danone also faced a similar class-action lawsuit over its yogurts. On September 18th the firm settled that case, admitting no wrongdoing but agreeing to set up a $35m fund to reimburse unhappy yogurt-eaters.<\/p>\n

The over-exuberance of some marketers has also irked regulators. When Cheerios, a popular cereal brand owned by General Mills, tried earlier this year to claim on its box that it was \u201cclinically proven to reduce cholesterol\u201d, America\u2019s Food and Drug Administration (FDA) decided that it had gone too far. More recently, the decision by the Smart Choices coalition to endorse sugary cereals such as Froot Loops has attracted criticism. On September 21st an American Congresswoman, Rosa DeLauro, sent an angry letter to the FDA demanding an investigation to see whether unhealthy products were being \u201cmisbranded\u201d. If the only real function behind such labels is to bolster profits, consumers and regulators will eventually see through the hype. <\/p>\n","protected":false},"excerpt":{"rendered":"

Organic food is out of fashion. Welcome genetic modify food with enhanced nutrition. Artificial gotta be better than the natural product, otherwise where is the value add of human?<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"lc_iscn_info":[],"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[15],"tags":[64,41],"class_list":["post-3470","post","type-post","status-publish","format-standard","hentry","category-_newsclips","tag-food","tag-economist"],"yoast_head":"\nThe fad for functional foods - \u54f2\u5b50\u6232 Philosophist\u2019s Camp<\/title>\n<meta name=\"description\" content=\"Organic food is out of fashion. 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I wonder what about the iron-rich spinach? Should it stay away from seafood too? Oct 29th 2009, The Economist An old rule of cuisine is explained by chemistry THAT red wine is not to be paired with\u2026","rel":"","context":"In "News Clips"","block_context":{"text":"News Clips","link":"https:\/\/www.horace.org\/blog\/category\/_reference\/_newsclips\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":2195,"url":"https:\/\/www.horace.org\/blog\/2009\/03\/12\/organic-food\/","url_meta":{"origin":3470,"position":1},"title":"Organic food","author":"hevangel","date":"March 12, 2009","format":false,"excerpt":"Organic food is getting more and more popular these days. Health conscious consumers love to buy organic products, despite its higher price. Organic food suppose not to use any chemical fertilizer or pesticide. However any farm can put the organic label on its product due to lack of organic certification.\u2026","rel":"","context":"In "Daily Scribble"","block_context":{"text":"Daily Scribble","link":"https:\/\/www.horace.org\/blog\/category\/_scribble\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":2503,"url":"https:\/\/www.horace.org\/blog\/2009\/02\/19\/whats-cooking\/","url_meta":{"origin":3470,"position":2},"title":"What’s cooking?","author":"hevangel","date":"February 19, 2009","format":false,"excerpt":"If human is defined by our ability to cook and to eat meat, are raw vegan still human? Feb 19th 2009 | CHICAGO From The Economist print edition The evolutionary role of cookery Mary Evans YOU are what you eat, or so the saying goes. But Richard Wrangham, of Harvard\u2026","rel":"","context":"In "News Clips"","block_context":{"text":"News Clips","link":"https:\/\/www.horace.org\/blog\/category\/_reference\/_newsclips\/"},"img":{"alt_text":" ","src":"https:\/\/i0.wp.com\/media.economist.com\/images\/20090221\/0809ST1.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":1458,"url":"https:\/\/www.horace.org\/blog\/2007\/08\/26\/organic-farm-tour\/","url_meta":{"origin":3470,"position":3},"title":"Organic farm tour","author":"hevangel","date":"August 26, 2007","format":false,"excerpt":"Today was the old boys annual summer picnic. The president is owner of an organic farm and he let us use his place farm for BBQ. After the BBQ, we had a tour inside the farm. Modern farming is a capital intensive business with lots of agricultural technology. The organic\u2026","rel":"","context":"In "Daily Scribble"","block_context":{"text":"Daily Scribble","link":"https:\/\/www.horace.org\/blog\/category\/_scribble\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":3920,"url":"https:\/\/www.horace.org\/blog\/2009\/12\/30\/how-green-is-your-pet\/","url_meta":{"origin":3470,"position":4},"title":"How green is your pet?","author":"hevangel","date":"December 30, 2009","format":false,"excerpt":"A dog's eco-footprint equals to two gas hungry SUVs. Maybe the environmentalist should stop protesting against the car drivers, they should protest against the pet owners. 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I think this would be the biggest revolution in argiculture since the introduction of genetic modified crops.\u2026","rel":"","context":"In "Daily Scribble"","block_context":{"text":"Daily Scribble","link":"https:\/\/www.horace.org\/blog\/category\/_scribble\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"jetpack_likes_enabled":false,"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/www.horace.org\/blog\/wp-json\/wp\/v2\/posts\/3470","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.horace.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.horace.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.horace.org\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.horace.org\/blog\/wp-json\/wp\/v2\/comments?post=3470"}],"version-history":[{"count":0,"href":"https:\/\/www.horace.org\/blog\/wp-json\/wp\/v2\/posts\/3470\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.horace.org\/blog\/wp-json\/wp\/v2\/media?parent=3470"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.horace.org\/blog\/wp-json\/wp\/v2\/categories?post=3470"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.horace.org\/blog\/wp-json\/wp\/v2\/tags?post=3470"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}