Part 1 of a 2-part series

1. Considerations in Developing a Functional
Food Product & Making it Good for a
Successful MarketStart
Dr. R. B. Smarta
Managing Director
Interlink Marketing Consultancy Pvt. Ltd.
Honorary Secretary
Health Foods & Dietary Supplements Association (HADSA)
11th April 2014

2. Developing Functional Food
Product

3. Business, Sales & Marketing Consulting Firm
PHARMA I HEALTHCARE I WELLNESS
a
for

4. OVERALL WELLNESS TRENDS

5. The Microbiome

6. Coconut Sugar

7. Moderation

8. Genetic Testing

9. Naturally Healthy/Functional

10. SHIFTING PARADIGM FROM ILLNESS
TO WELLNESS

11. 1. Consumer’s Shift from Managing Illness to
Promoting Health
• Transitioning from Passive healthcare recipients to
Active healthcare consumers
• Prevention is less costly than Treatment

12. 2. Consumer’s Shift from Managing Illness to
Promoting Health
• Have a greater sense of Individual autonomy
• An increased Interest in Wellness

13. 3. Let Food be thy Medicine!!

14. 4. Traditional Indian Paradigm

15. Nutrition can be a cure for widespread deficiencies
Bioactive food components – reduce risk of chronic
diseases
Improves quality of life
5. Research Blurred the line between Food &
Medicine

16. 6. New Self-Care Paradigm
• Co-existence of Health-benefits from Food &
Tradition Medication.
• Functional foods fit into a continuum that ranges
from health maintenance to promotion.

17. 7. Changing Paradigm from Foods to Medical
Foods & Dietary Supplements
Time and Benefits
Growth

18. 8. Paradigm in Role of Functional Foods

19. UNLOCKING THE SECRETS OF
FUNCTIONAL FOODS

20. 1. By Creating Uniqueness
Functional Foods are usually Customized for the
Intended Population to increase their life expectancy
through Food Technology.

21. 2. By New Way in Researches
Research
Components
To Understand
Mechanism of Action of
the components
Human Clinical Trails
Preclinical screening
Research in new areas
that would aid in
Innovation
Role of Biomarkers
To Establish Dose-
response relationship
Analysis of Vehicles for
Bioactive Components

22. 2.a. By Analyzing Vehicles for Bio-active
ingredients (1/3)
Food vehicle plays an important role in the overall
success of Functional Food via Consumer Compliance.

23. Few Roles of Vehicles (for Bioactive Ingredients):
 Provide stable environment for the Bioactive Ingredients
 Maintenance of bioavailability of Bioactive ingredients
 Provide desirable sensory/organoleptic characteristics
By Analyzing Vehicles for Bio-active ingredients
(2/3)

24. Examples of Bioactive Vehicles (3/3)
 Dairy products - milk beverages and yoghurt are widely used as
vehicles to deliver non-dairy bioactives, such as phytosterols or
omega-3 fatty acids.
 Coffee - can be used both as a drink and to deliver the well-known
bioactive molecule caffeine & other Chlorogenic acids (CGAs).
 Nanotechnology - Casein micelles may be useful as nanovehicles
for sensitive hydrophobic bioactives.

25. 2.b. Role of Biomarkers (1/2)
In Functional Food Research, biomarkers are usually
biological endpoints that directly correlate with health
status or with exposure to specific health benefits.
They are a specific Physical Trait used to measure or
indicate the effects or progress of a disease or
condition.

26. Biomarkers for wellbeing & disease risk reduction (2/2)
Disease Biomarkers

27. Research in new areas such as Nutrigenomics,
Proteomics, Metabolomics, and other disciplines may
help identify the biological basis by which food
components promote health and wellness.
2.c. Research in new areas that would aid in
Innovation (1/5)

28. Nutrigenomics (2/5)
Nutrigenomics is research focusing on identifying and
understanding molecular-level interaction
between nutrients and other dietary bioactives with
the genome.
Nutrigenomics complements the personalized medicine of the
future.

29. Proteomics (3/5)
Proteomics is the study of the full set of proteins encoded and
expressed by a genome, identification of proteins in the organism,
mapping their interactions and analyzing the proteins’ biologic
activities.
Its use in food technology is presented, especially for characterization
and standardization of raw materials, process development,
detection of batch-to-batch variations and quality control of the final
product.

30. Metabolomics (4/5)
Metabonomics is the quantitative measurement of the dynamic
multiparametric metabolic response of living systems to
pathophysiological stimuli or genetic modification.
It is being used to assess the adequacy and safety of xenobiotics,
pharmaceutical agents, nutrients and functional
phytochemicals.

31. Bioinformatics is an interdisciplinary scientific field that develops
methods for storing, retrieving, organizing and analyzing biological
data.
The metabolite and gene expression patterns discovered with
emerging bioinformatics tools may be used to monitor sequential
metabolic changes in response to dietary components/bioactive
components in functional foods, detection and characterization of
food allergens, facilitating evaluation of the safety and efficacy.
Bioinformatics (5/5)

32. FACTORS ENCOURAGING
THE DEVELOPMENT

33. Encouraging Factors
 Epidemiological Research
 Advancement in Technology
 Legislation
 Government Incentives

34. Thank You
for Your
Patience

35. Any Questions?

36. AFRIS. AsianFoodRegulationInformationService.
We have the largest database of Asian food regulations in the world and it’s
FREE to use.
We publish a range of communication services, list a very large number of
food events and online educational webinars and continue to grow our Digital
Library.
We look forward to hearing from you soon!
www.asianfoodreg.com
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