Functional food ideation study 2020

Company X Functional Food Ideation
Study – Final Report

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Company X Functional Food Ideation Study – Final Report
 I. Research Methodology and Profile of KIL Respondents Pages
 II. Executive Summary
 III. Research Findings
 A. Key Trends Impacting Food and Eating Patterns (Adults, Infants, Children)
 B. Key Nutrition Issues (Adults, Infants, Children)
 C. Awareness and Assessment of Functional Food and Related Products
(Adults, Infants, Children)
 D. Identification and Assessment of Current/Emerging Nutritional Behavior and
Weight Management Trends (Adults, Children)
 E. Identification and Assessment of Current/Emerging Antioxidant Research
 F. Identification of Emerging Functional Food (Nutraingredients/Nutraceuticals)
Research (Adults, Infants, Children)
 G. Identification of the Greatest Unmet Needs of Functional Food Products
 H. Next-Generation Functional Food and Related Product Development Insights
 IV. Issues and Challenges Surrounding the Nutraceuticals/Nutraingredients in Food
Products (Adults, Infants, Children)
 V. Final Recommendations (Drivers/Recommendations)
 A. Evolutionary, Revolutionary, and Disruptive Opportunities
 APPENDIX – List of Participating KILs

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 I. Research Methodology and Profile of KIL Respondents
 Research Methodology
 Objectives and Research Process:
 Provide primary research/analysis to take functional baby food products to the next level, while assisting in
the identification of emerging functional and fortified baby food products, trends , research, challenges and
new product line insights and opportunities.
Qualitative Research Methodology: Harrison Hayes utilized a primary, qualitative Key Innovation Leader
(KIL) research module – customized specifically for the needs of the Company X Functional Food ideation
initiative along with supplementary secondary research.
 Harrison Hayes utilized a variety of database resources to recruit a world class group of KILs. Harrison
Hayes identified a number of valuable individuals to interview and created a project-specific database with
all pertinent KIL contact information for Company X.
 Twenty-five (25) KILs in the US, Canada and Europe were interviewed by phone. The KIL's are pre-
screened to assure they could provide insightful observations and innovative approaches.
 All interviews are conducted by Harrison Hayes’s Principals and Market Research Team who had the
autonomy to probe deeper and maneuver through unique issues that arose during discussions with the
KILs – what is referred to as improvisational interviewing.
 The overall content of this study reflects (1) the combined/integrated feedback and in some cases,
consensus, of the KILs who participated in this study, and (2) Harrison Hayes data and qualitative analysis .

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 Profile of KIL Respondents
Number of KILs Interviewed:
Geographic Scope: Represented Countries:
-- 25
-- US, Canada, UK, Scotland
Professional
Categories of KILs Interviewed:
-- Professors, Assistant Professors; Children’s Food Product/Marketing
Development Consultants, Pediatric & Perinatal Clinical Dieticians,
Nutritionists, Pediatric Weight Management Researchers, Child Psychiatrists,
Psychologists, Family and Pediatric Clinical Practioners, Nutritional and Food
Scientists, Biomedical researchers, Human Genome Biologists, Infant/Child
Nutrition researchers, Infant/Children Food and Wellness Policy Makers,
Public and Metabolic Health professionals
KIL Specialties & Research Area Focus:
-- Pediatric/Infant/Behavioral Science
-- Nutritional Science
-- Food Science and Human Nutrition
-- Experimental Foods and Food Extrusion
-- Infant Nutrition
-- Molecular and Cellular Biochemists
-- Nutrition Consultants
-- Children’s Food Marketing and Business Consulting
-- Nutrition Services and Capsule Endoscopy
-- Children’s School Food and Wellness Policy
-- Infants/Children’s Feeding/Care
-- Public Health Informatics
-- Infant Food Formulary
-- Family/Community Food System Outreach
-- Nutrient Physiology, Metabolism, and Nutrient-Nutrient Interactions
-- e-Health Intervention
-- Public and Metabolic Health Policy Modeling

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 II. Executive Summary
 Trends Toward More Sustainable, Nutritious, Local, and Natural Whole Foods
 Growing trend toward purchasing more fresh and nutritious food from retail food stores and farmer’s
markets
 Trends indicate increased demand toward eating more food locally grown in the US and on a global basis,
and is expected to continue to grow
 The message about eating more fresh food is getting out there, but parents don’t know how to act on the
message, especially in low income households.
 A trend toward an increase in breastfeeding in infants up to three to six months is taking place both in the
US and internationally
 The Safety and Quality of the Food Supply in Question
 A number of these functional food product formulations have recently being named not as nutritious as they
imply. This type of scrutiny will not go away. This trend is also finding that children and adults are more
confused than ever as to what is a healthy diet.
 The overall, poor nutritious (and safety) quality of the food supply is becoming a big governmental and
public concern and considered a determinate of the poor nutritional state of children
 Re-labeling of nutritional information for infant and children’s food products that are easier to understand
becoming more important for consumers.
 Increased demand for more re-forumulation of foods due to growing obesity and specific nutrition/health-
related conditions

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 A. Key Trends Impacting Food and Eating Patterns (Adults, Infants, Children) – cont’d.
 Unhealthy Eating Behavior Continues with both Adults and Children
 Death of traditional meal time
 Children are skipping nutritious breakfast
 Some of biggest problematic eating trends are the proliferation of packaged and convenience foods.
 Children relying more on high calorie snack foods and food grazing during the day.
 Trends indicate an upturn in fast food eating which increases intake of fat, sodium and carbohydrates in
adults and children -while decreasing nutritional food intake.
 What we crave to eat and enjoy is learned, Changing children’s palate
 People continuing to eat too much food (adults and children)
 Key Technology-related Health and Nutrition Trends: New Wave of Personalized Nutrition, Health
Behavior Management and Healthy Lifestyles
 M-Health technology will manage and enhance highly personalized food choices and healthy lifestyles:
Best case: Through mobile technology and M-Health applications, we have the potential (adults, teens,
children) to be a much more informed and healthy eater.
 Personalized nutritional behavior using social networks: Through social networks, we are going to see
more sharing of personal health behaviors, where using social networks an individual could share
information on their energy balances .

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 B. Key Nutrition Issues (Adults, Infants, Children) – cont’d.
 State of Children’s Vitamin/Mineral Deficiencies and Nutrition Health Shows Cause for Concern
 Number one nutrition issue cited in the US and in W. Europe is growing obesity problem (and type II
Diabetes) with both adults and children. Due to these nutrition-related diseases, human nutrition and
health professionals are projecting that the next generation of children will not live longer than their
parents.
 Dental nutrition/health is being affected due to children continually drinking sweet juice drinks and using
sippy cups, which can facilitate poor dental health and food nutrition . Children drinking sugary juices
and eating sugar laden snacks, all day, is especially a big problem in this area.
 Kids not getting enough calcium and Vitamin D, due to lack of drinking enough milk and in some states,
not enough sunlight.
 Kids not eating enough fish and eggs, which can result in deficiencies in omega 3 , choline , Vitamin D,
Luetin and other important vitamins and minerals.
 More nutrition /medical research is being placed on the amount of choline required in both adult and
children’s diets. Choline is a very important nutrient molecule that affects the development of the brain.

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 State of Food Supply And Eating Behaviors Shows Cause for Concern
 Radical changes in our food supply and increased availability of convenient/fast food has impacted the
way we eat and the type of nutrition we are getting from foods available. For example: When people
moved away from eating/feeding children eggs for breakfast, carbohydrate , sugar and dairy laden
foods were replaced.
 Adults and children are also eating less meat, good fat and protein, which can upset the balance and
absorption of important nutrients.
 Sodium levels are very high in the general public (especially in Canada), and is on the rise.
 Researchers believe that what is happening in our food supply and overall changes in our eating
patterns is a very complex issue, not without its poor health consequences. Potential impact example:
Growth in allergies, allergic reactions and food rejection among kids, is growing at an alarming rate.
 Parents are not aware enough of a child’s growth and development cycles. Also not aware of , or
addressing, metobolic (metabolism) issues that surround good food and eating practices.
 Children are also not getting enough fiber in their diets.
 Based on projections that breastfeeding will increase here and abroad, it is anticipated that we will see
more iron deficiencies that comes with breastfeeding.

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 C. Awareness and Assessment of Functional Food and Related Products (Adults, Infants,
Children)
 Practical Approaches and Consumer Concerns Need to be Addressed
 With current food supply the way it is, according to our KIL study respondents, we have no choice to
help change the way people eat, so we can get back on a healthy diet track. This will require a
massive change in agriculture and food manufacturing that would help make the food products more
affordable and considerable education and marketing initiatives.
 Our KIL research scientist study respondents believe a practical approach to the functional food
concept is to understand what is missing in our food supply, today. It is recommended that we work
toward what shouldn’t be there and what should be brought back. Need to be careful that we have the
whole package (formulation compound of nutrients, food) so that the nutrients can work together.
 There is a strong belief growing by the general public that functional food additives are not safely
packaged and/or combined (e.g. omega fatty acids should be in fish protein rather than in orange
juice). Survey respondents strong believe that if we are going to produce functional foods, we try to
make a more balanced food supply approach, and get our physiology back on tract. Rather than
create more problems, we need to fix the problems.
 A majority of the KIL study respondents stated that the intake of enough Omega 3 fatty acids has been
an important issue in addressing brain development and possible related deficiencies, and is
continuing to be. There also appears to be a high public and food manufacture awareness of the
importance Omega 3 fatty acids in a child’s diet

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 C. Awareness and Assessment of Functional Food and Related Products (Adults, Infants, Children) –
cont’d.
 Functional Food Awareness and Mixed Study Reactions
 Awareness of functional food products among the academic nutrition research community, food
consultants, nutritionists and dieticians is at a high level.
 However, there were mixed reactions by KIL study respondents in regard to their favorable assessment
and support of the functional food concept. Some believe there is clearly room for expansion of functional
food product lines in order to optimize good health and nutrition. Other respondents felt it is much better to
provide nutrient supplements through natural, fresh food rather than through added nutraingredients and
nutraceuticals.
 Study respondents believe there is a world of difference between nutra-supplements and nutraceuticals
added to foods and natural foods. A number of the study respondents (including other nutritionists and
dieticians) also believe there is not enough documented clinical and scientific research to support nutrient
benefits.
 The overall awareness and consumption of functional foods by the public is mixed, according to our KIL
study respondents. The public, for the most part, doesn’t understand the functional food concept. With all of
the various types and formulations and additives in functional foods, moms still don’t understand the right
compliment of nutrients and vitamins to give children, resulting in a huge education gap.
 Consumers in the lower economic demographics, in particular lack of overall awareness and show poor
consumption of functional foods. This is primarily due to higher costs and general approach to food and
nutrition. This demographic approaches food through recommended food groups and are not looking at the
overall nutrient functionality capabilities.

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 D. Identification of Current/Emerging Nutritional Behavior / Weight Management Trends (Adults,
Children)
 Dynamic Trends in Poor Nutritional Behavior and Earlier Weight Management
 Nutrition science researchers are seeing a migratory (life cycle) pattern for disorders such as allergies,
intestinal (Crone’s disease) , asthma, skin problems and immune inflammatory diseases with children
between the ages of 10-12 years of age. These findings are attributed to the food supply. They believe
that clearly, something is happening along that line.
 Getting children to change their eating habits is an important trend. Research shows that children mimic
subliminally adult eating behaviors.
 Extensive research is also being done on how to get kids to move more, and how to stop eating when full.
 There are growing trends toward ongoing governmental and local community efforts in US (including NIH
grants) and in W. Europe which focus on environmental and policy change related to healthier eating,
obesity prevention and community-related wellness programs in school and at home.
 New immigrant populations have a host of acculturation issues that highly affect changes (usually for the
worst) in their diets.
 Research trends indicate that the relationship between the mother’s dietary status during time of
pregnancy can set up a pre-disposition in the child. What the mother is eating during pregnancy sets-up
an eating modeling profile, which appears to be related to children’s dietary issues after they are born.

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Children) – cont’d.
 Dynamic Trends in Poorer Nutritional Behavior and Earlier Weight Management
 Weight management to begin at a very early age: Even though there is little knowledge of what is in
mother’s milk that may protect the baby from obesity in the future, there are trends toward a continuing
push for low energy, low fat foods in earlier stages of a child’s growth.
 Food Grazing Eating Behaviors: Kids having four, five, six meals a day; inverted pyramid eating; high
sugar foods and empty calorie foods later in the day, all of which helping to cause obesity.
 Government subsidies of sugar and high carbohydrate products (wheat and corn) versus fruit and
vegetables. Fruit and vegetable growers do not have good enough economic margins to compete with the
sugar, wheat and corn (for example) agriculture industries.
 Healthy foods can be fun and convenient. However, consumers usually have to pay a premium for them.
Interestingly, consumer spending on packaged lettuce has gone up. This is a good example of a
packaging exercise for convenient, healthier foods. (e.g. baby carrots) or packages of fruits and
vegetables that put “Sponge Bob Square Pants” graphic on the front of the package.
 Two big research areas in adult weight management include a focus on dietary fat and how absorbing fat
into the body and/or blocking absorption in the small intestine can take place.

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Children) – cont’d.
 Psychological and Government Intervention Taking Hold on Wellness, Nutritional Behavior and Earlier
Weight Management Programs
 KIL pediatric nutrition/psychologists believe that empty calories, saturated fat and high fructose corn syrup
all correlate with pediatric mental health. Symptoms that could occur with an overabundance of these
factors could initiate escalation in mood, dieting and behavior in an earlier, more severe form.
 Federal, State and local government policy changes in health, wellness and weight management for
children are taking place in the US, Canada and the UK. The federal and state governments, local
communities and schools are working in partnership to help make and enforce policy changes to school
cafeteria menus to include more nutritious food choices and to support more wellness efforts.
 Exciting Research in Obesity Slated for Future Weight Management Approaches
 Eggs to the rescue: Weight management research trends indicate that increasingly in the younger
population in the US , the prevalence of obesity is positively associated with incident of MetS or metabolic
syndrome , cardiovascular disease and Type II diabetes. However, findings in a 2008 study, demonstrated
that by including eggs as part of a low carbohydrate intervention,the plasma LDL-C concentration did not
increase but the plasmaHDL-C concentration did increase. Because low concentrationsof HDL-C
contribute to MetS, this is a very positive aspectof the intervention.
 Obesity caused by a virus? Research has shown that there has been a positive correlation between body
fat and the presence of AD-36* antibodies in the blood. To date, AD-36 is the only human adenovirus that
has been linked with human obesity, present in 30% of obese humans and 11% of nonobese humans.
monkeys.

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 E. Identification and Assessment of Current/Emerging Antioxidant Research
 Vitamin C and E antioxidants are still important vitamins that are being researched. They are considered by
many in the nutrition and food science community as vitamins that are quantitatively the most important and most
abundant –and are expected to continue to be important.
 Polyphenol antioxidant research has been primarily for foods for adults. However, there is research currently
being done that will try to translate polyphenol antioxidants into foods for infants and children.
(NOTE: Polyphenol antioxidants are thought to be instrumental in combating oxidative stress, a process
associated with some neurodegenerative diseases and some cardiovascular diseases.
 Observations: Antioxidant supplements in foods are under fire, and according to some negative studies, they are not holding up
to the promise that the industry thought. However, there is also considerable skepticism on the way the studies were done since
the antioxidants tested lost functionality based on the matrix studied. According to survey respondents, biologic matrix that are
isolated may better determine the functionality of the antioxidant.
 Important research is also being performed on Luetin (carotenoid), found in fruits and green leafy vegetables
such as spinach and kale. Luetin is employed by organisms as an antioxidant which also plays a role in eye
metabolism. Historically, Luetin research has focused primarily on adults and the elderly. However, because of
the role of Luetin in eye metabolism/eye development, researchers are considering tests which would increase
the amount of Luetin in infant formulas and for lactating mothers.
 KIL study research respondents also cited active research on a variety of antioxidant compounds such as
carotenoids and anthocyanins (e.g. powerful antioxidant flavonoids ) are also being conducted in various
Human Nutrition and Food Science academic research labs, where some are focusing on colonic inflammation
and how it affects systemic inflammation.
 Anti-inflammatory Abilities: Anthocyanins' anti-inflammatory ability has also been shown to help dampen allergic reactions. In one
study, Bulgarian researchers gave animals histamine and serotonin, both of which cause allergic reactions and increase capillary
permeability. The animals were supplemented with a variety of flavonoids. Anthocyanins were found to have the strongest anti-
inflammatory effect of any flavonoid tested.

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 F. Identification of Emerging Functional Foods (Nutraingredients/Nutraceuticals) Research
 Heavy Emphasis on Nutraingredient Compounds Research for Greater Functionality and Health Benefits
 New Nutraingredient Compounds Research: New research is also being conducted on choline*, omega 3
fatty acids, and complex gylcolipids. Various combinations of these nutrient supplements are currently
being tested. Specific benefits sought include support for healthy brain function and development; and
immune system functionality for both adults and children. * The Choline (nutrient) shows signs of being
quite important to our early development, and all through our lives in our brains, livers, and perhaps much
more.
 Functional Foods and Bioactive Compound Research: New bioactive compound research is being
conducted on how functional foods and bioactive compounds can regulate the glycemic index,
hunger/satiety hormones, colonic-systemic oxidative stress, and fat accumulation, especially when these
foods are subjected to post-harvest treatments, storage, and processing. The long-term goal of this
research is to optimize the health profiles of food products.
 Whole Plant Compound Research: KIL research respondents suggest that it may be possible that whole
plant compounds would be more effective if never taken out of the leaf, since it could possibly have
greater functionality in its natural matrix. Researchers also believe that nature never intended for us to eat
the compounds in isolation, since it is not always to our advantage to strip it down to a simple molecule. It
has been suggested that we should find ways to just crush up the leaf, using the whole leaf as an
ingredient. A fair amount of nutritional science research is being done in this area.
 Fiber and Antioxidant Combinations: Research is currently underway with college students which focuses
on combining fiber and antioxidants to see if it can help alleviate flu symptoms and to promote healthy
immune and GI systems.

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 F. Identification of Emerging Functional Foods (Nutraingredients/Nutraceuticals) Research – cont’d.
 Research Emphasis on Nutraingredients in Base Food and Infant Formulas Continues
 Inherent Nutritional Functionality: Increased attention is continuing to be focused on incorporating
nutraingredients /nutraceuticals into base foods and drinks (e.g. eggs, cheese , real fruit juices, cereals,
nutrition bars, cheese snacks, yogurt, beans, dried fruit, fresh fruit, milk). Continued opportunities to
develop new children’s food products that have inherent nutritional functionality, yet can be enhanced
through minimal food processing, looks promising.
 Emerging infant functional food formula (pre-and probiotics) trends indicate that Europe is very much in the
forefront compared to the US ,in providing infant formulas which contain probiotics and prebiotics.
However, we expect to the US to play catch up over the next 1-2 years.

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 G. Identification of Greatest Unmet Needs of Functional Food Products (Adults, Infants, Children)
 Study respondents believe that one of the important unmet needs of functional food products is that we need to
figure out a way to process food in a simpler way. In particular, utilizing and processing very fresh food
ingredients in the region where they are grown. Drivers: Demand for buying food that is grown locally is rising.
People are looking for more food from their regions.
 Another important unmet need of functional food products is to consider when infants are introduced to solid
foods and the types of foods they eat. This focus could help to spearhead new foods that also promote good
eating habits. For example, giving baby and toddlers fresh and natural finger foods, packaged in interesting
combinations, such as fruits (e.g. dried or frozen fruits) and vegetables (dried or frozen) that are soft and
nutritious or whole grains that are incorporated into solid foods.
 In order to build up the credibility and increase the marketability of functional foods for infants and children, it
has been suggested by our KIL respondents that by introducing a uniform branded “functional food” icon that
could be put on functional food product packaging intended to provide parents with uniform standards on
nutrients (e.g. nutraingredients and nutraceuticals) and other health-related additives , would help to further boost
the product’s viability/benefits. An additional “clinically tested” rating could also be applied. In turn, a uniform
functional foods “healthy” rating criteria from either food industry and/or government entities could help to boost
the consumer’s purchasing confidence, particularly for children’s foods. Here in the US and internationally,
functional foods have suffered from a lack of credibility due to misleading nutritional claims by food
manufacturers.

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 G. Identification of Greatest Unmet Needs of Functional Food Products (Adults, Infants, Children) –
cont’d.
 KIL study dietician consultants stressed that brain development in early childhood is still a primary concern.
Children from ages 5-6 years old, in particular, present ongoing opportunities for new functional food products
that contain nutraingredients such as flax seed, plant sterols, Omega 3, DHA, etc. NOTE: The brain is
considered the most energy hungry system in the body and ultimately, the most important according to pediatric
nutrition experts.
 The re-evaluation of infant formulas containing Vitamin D. KIL infant nutrition respondents stressed the
importance of reevaluating the levels of Vitamin D currently present in infant formulas due to the emergence of
higher levels of Vitamin D required for adults. Not enough research in this area.
 Trends toward more personalized infant formulas (now available in many European countries). KIL infant
nutrition respondents suggested that the US is behind other countries who already have phased formula
products on the market. They are geared for the first six months; second six months including adding solid
foods. In the US, there is only just one formula for infants until they go on to solid foods.

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 H. Next-Generation Functional Food and Related Product Development Insights/Trends (Adults,
Infants, Children)
Insights: A Broad Range of New Offerings: (See Section H. in report for more detail)
 Baby food with meds for regenerating skin.
 Baby food with flu shots, cold medicine
 Baby food with insect repellent
 Vitamin foods in syringe type of tubes
 Baby food with an INTENSE bone strengthener
 Baby food for a world that becomes super organic
 Baby food that is in bite sized
 Baby food in a foam pump
 Baby food using different ingredient bases as drivers for new food products (e.g. vegetable root chips).
 A new generation of baby and children’s foods with better ingredients and an emphasis on healthy food choices.
(New marketing approaches for kids’ food products in the future could be: “It’s fun, it tastes good and it is good for you”)
 Baby foods with a mixture of antioxidant and anti-inflammation nutraingredients
 New types of “home style/fresh style” convenient foods (frozen, boxed) for babies that can be mixed and
matched for family meals
 Baby and children’s food which include whole food /functional bioactive compounds which prevent chronic
diseases down the road: KIL respondent researchers indicate a growing trend to go with the whole food approach, rather using
isolated compounds. Current research is looking into the benefits of combinations of fruits and/or vegetables to prevent chronic diseases
(e.g. combinations of tomatoes and broccoli) or what types of combinations would work best

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 IV. Issues and Challenges Surrounding the Nutraceuticals/Nutraingredients in Food Products
 NOTE: Please refer to the report for more detail on this section.
 A significant challenge cited for the food and healthcare industries is to teach consumers what functional foods
are. Those in the field know, but when they get outside very few consumers understand or heard of the
functional food concept. Therefore, the big challenge is education, since very few consumers understand how
the concepts of functional food can be applied to other foods.
 There was a portion of the KIL study respondents who are very skeptical of functional and/or enhanced foods
“claims of nutritional benefits”, especially when compared to the nutritional benefits of whole , non-processed
foods. They believe that the more food is processed, the more it can destroy vital nutrients, and that whole foods
will always be superior.
 More esoteric challenges cited by the study respondents reveal that in western biomedical research, the goal is
to focus on what is that “one” compound in food or the one molecule that illicit a response. For example, if you
pulled nutrients out of plant leaves we don’t normally eat, and then see the benefits. And, to start thinking about
the idea that science and research should be focused on isolating a characteristic and implementing single
molecules which can create a variety of foods that would carry that molecule.
 According to KIL respondents, we still need to be cautious about functional food (nutraingredients) products for
infants and children.

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(Adults, Infants, Children) – cont’d.
 Biocompounds in infant formulas programmed to fight immune system disease: Our KIL pediatric nutrition
research study respondents believe there are long term trends which indicate increasing incidences in asthma,
allergies and inflammatory bowel diseases in children. As a result, they are continuing to look at what
biocomponents in breast milk provide the programming of the immune system to fight off these types of
diseases? Impact: Research trends indicate more infant and toddler nutrition research will be performed in both
the pro-and prebiotics.
 Infant formulas with iron: According to our KIL study respondents, there is still a lot of room to add more iron into
infant formulas. Even though the normal level of iron in breast milk is low, infants can absorb 70% of that iron
from breast milk. However, in infant formulas, the infant absorption level of iron is considerably lower.
 Infant formula prebiotic confusion: Research is underway in attempting to mimic the effect and functionality of
oligosaccharides in infant formulas. NOTE: There are numerous federal and industry funded research and
clinical trial grants in this area, however, studies, so far, have caused confusion around the world. Researcher
consensus is that it is hard right now to get a handle on the true benefits of prebiotics in infant formulas and
understanding the optimal level of prebiotics that should be added infant formula formulations.

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 Additional challenges cited for food and nutrition educators, is to get consumers to realize that there are health
benefits in eating foods closer to nature and in its most natural form.
 Introducing a fundamentally broad based, healthy diet at a young age is also a challenge for parents. Nutritionists
say certain tastes that an infant and toddler’s palate are more receptive to early on, can also be “learned tastes”,
such as broccoli. These “learned tastes” can be reintroduced until a baby has developed a taste for it.
 Other challenges cited included consumers who embrace foods with health benefits but not if they appear as if
they emerged entirely from a laboratory. That is, the more scientific and medically-related the formulation, with a
more potent the health benefit, consumers would rather just have a pill and a doctor involved.
 Challenges surrounding functional food health claims are still growing, causing increased confusion and lack of
credibility in the US and European marketplaces. In Europe, especially, many academic, scientific and
regulatory organizations are actively working on ways to establish a scientific basis to support claims for
functional components or the foods containing them.

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 III. Research Findings
 Growing trend toward purchasing more fresh and nutritious food from retail food stores and farmer’s markets (e.g.
economic demographically-determined). This trend , however, leaves out the poorer economic demographic who
can’t afford higher priced (or lack of) fresh foods.
 Death of traditional meal time. Family meals are decreasing, as more adults and children are eating on the go. Not
taking enough time to sit down for meals. More convenience eating. Consequently diets are not nutritionally
balanced (e.g. not eating enough eggs, fruits, milk, and vegetables.) Impact: Not enough good eating (meal)
modeling taking place in families on a regular basis. Consequently, children are not being made aware of good
eating practices and what nutritious, balanced meals should look like.
 Some of biggest problematic eating trends are the proliferation of packaged and convenience foods.
 Children relying more on high calorie snack foods and food grazing during the day. Impact: Continuing obesity
problems in adults and children.
 Trends indicate an upturn in fast food eating which increases intake of fat, sodium and carbohydrates in adults and
children -while decreasing nutritional food intake. Impacts: Continuing obesity problems in adults and children. In
turn, before slowdown in economy, fast food eating out rate was 50%, with families eating at least one meal out.
However, it appears the weak economy is forcing people back home (KIL respondent assumptions). If this eating
trend continues, there is an opportunity for families to eat healthier. Impacts.
 Skipping nutritious breakfast. Kids not eating enough eggs, drinking enough milk or eating milk-related products,
which affects deficiencies in (for example) Luetin, calcium and Vitamin D (which can cause osteoporosis down the
line).

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 What we crave to eat and enjoy is learned : Food advertising drives so much of what children want and think they
are going to like to eat. KIL respondents believe that so much of the poorer nutritional habits of child could be
reversed if we did a much better marketing job on promoting healthy foods. If so, we could have a profound affect
(example: A study with carrots; when Elmo branded and packaged, kids wanted to eat Elmo carrots).
Unfortunately, the trend has been in the opposite direction, which has led children eating patters of high fat high ,
high sugar, low nutrition foods which to some extent, could account for the grazing and snacking food eating
behavior patterns so prevalent with children, today in the US. The broader picture would be to focus on how
market/advertise food to the next generation so that they don’t crave fat and sugary products.
 Changing children’s palate: KIL respondents cite a changing national palate of American children due to the
amount of sugar in today’s food supply and what is allowed in schools (e.g. flavored milk – choice between
chocolate and regular milk; energy bars; cereals, etc.). Children seek a “sugar hit” which causes “food grazing”,
etc. Believes if this continues, our efforts toward healthier eating will be counterproductive.
 KIL respondents also expressed a concern about the elimination of peanut butter in schools and diets of children.
Some parents have substituted cream cheese for peanut butter because of the allergy issues and some schools
prohibiting peanut butter even in lunches from home. Cream cheese does not provide the same nutrients.
Suggestions were made to food manufacturers to come up with an alternate product, perhaps made from beans,
that had the nutrients, consistency and taste of peanut butter, it would be a hit! For example, Nutella® from Italy
has been introduced in some communities and there is a yeast product from Australia (Vegemite/Cheesybite from
Kraft) that is used as a spread. But we don't really have a good alternative in the US. *NOTE: Nutella is a
hazelnut spread that contains ingredients such as skim milk and a hint of cocoa. Nutella® spread on whole wheat
bread, or any multigrain product, with orange juice or skim milk is a good combination for a balanced breakfast.
Nutella contains no artificial colors or preservatives.

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 Trends indicate increased demand toward eating more food locally grown in the US and on a global basis, and is
expected to continue to grow. Nutritionists/dieticians expect a continual decrease in demand for heavily
processed foods for adults and children . Impact: Trend continues toward eating more whole grains, fruits,
vegetables and organic food products based on local and/or regional processing and availability.
 People continuing to eat too much food (adults and children). In response, restaurants are starting to scale back
portions and the food industry is continuing to offer smaller size packaged portions.
 First stage trend: Increased demand for more re-forumulation of foods due to growing obesity and specific
nutrition/health-related conditions (e.g. type II Diabetes, allergies, asthma). As a result, attention is being put on
micro and nutra-ingredients (e.g. supplementing vitamins and minerals and the development/impact of these
ingredients for specific conditions (e.g. bone health, cognitive growth and maintenance, nutrient deficiencies, etc.).
Food industry now feels compelled to provide these supplements.
 Second stage trend: As a result of the Stage 1 trend, a number of these food formulations have recently being
named not as nutritious as they imply. This type of scrutiny will not go away. This trend is also finding that
children and adults are more confused than ever as to what is a healthy diet. Communication/information on this
subject is inadequate. New food pyramid needs an advanced degree to understand it, causing a huge problem in
what constitutes a healthy diet in the general public.
 The overall, poor nutritious (and safety) quality of the food supply is becoming a big governmental and public
concern and considered a determinate of the poor nutritional state of children. Trends continue to lean toward the
growing concern of parents of foods that contain pesticides, artificial color additives and/or hormones. Highly
detrimental to overall children’s health (e.g. brain and eye development; staging of future cancers, etc.)

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 The message about eating more fresh food is getting out there, but parents don’t know how to act on the
message, especially in low income households. See parents single parent two working parents..stressed to
provide good meals; kids are making more food choices than they should in the family; Parents don’t always
know what the right thing to do and are struggling to feed kids better than they feed themselves
 Nutritional food labeling and food marketing to children will continue to come under increased scrutiny by FDA and
other national and state governments. It is anticipated that the food industry will have more pressure to produce
and promote truly healthy foods which are lower in fat, sodium, artificial sweeteners and sugar for both adults and
children.
 Re-labeling of nutritional information for infant and children’s food products that are easier to understand
becoming more important for consumers.
 A trend toward an increase in breastfeeding in infants up to three to six months is taking place both in the US and
internationally. However, in the African American communities and in the lower economic and educational
demographics, breastfeeding is very low. Driver: The breastfeeding community is heavily promoting the
nutritional and economic advantages of breastfeeding, nationwide.

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Key Technology-related Health and Nutrition Trends: New Wave of Personalized Nutrition, Health
Behavior Management and Healthy Lifestyles
 M-Health technology will manage and enhance highly personalized food choices and healthy lifestyles: Best case:
Through mobile technology and M-Health applications, we have the potential (adults, teens, children) to be a much
more informed eater. KIL respondents believe that over the next 10-15 years, we will be able to personalize our
health and nutrition-related information (what we choose to eat, with whom we choose to eat it with; where we eat
it; and where we buy it), along with our own personalized health information that is stored into our own
health/nutrition database. In the future, mobile smart phones will also be able to scan store and restaurant food
choices and food products in the market, etc. and let you know how your body is reacting (e.g. metabolic, heart,
immune system, etc.)
Impact: Healthy nutrition behaviors will have the ability to start earlier in life. Food information will become more
with a large store of personalized health/nutrition information that follows you around your food choices and
environment. This type of personalized information could provide an augmented (real world) reality on an
individual’s personal energy balance until a month later.
 Personalized nutritional behavior using social networks: KIL responded believe that we are going to see more
sharing of personal health behaviors, where using social networks an individual could share information on their
energy balances (e.g. using an avatar). Examples of some types of personal health behaviors could be dieting,
sports competition, food choices, dining out, coaching, medical advice, etc. These social networks could also
leverage support from the network in terms of personal health challenges, successes, etc.

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 B. Key Nutrition Issues (Adults, Infants, Children)
 Number one nutrition issue cited in the US and in W. Europe is growing obesity problem (and type II Diabetes) with
both adults and children. Due to these nutrition-related diseases, human nutrition and health professionals are
projecting that the next generation of children will not live longer than their parents.
 Dental nutrition/health is being affected due to children continually drinking sweet juice drinks and using sippy cups,
which can facilitate poor dental health and food nutrition . Children drinking sugary juices and eating sugar laden
snacks, all day, is especially a big problem in this area.
 Kids not getting enough calcium and Vitamin D, due to lack of drinking enough milk and in some states, not enough
sunlight. Dieticians and nutritionists are finding that recommendations for daily dosages of Vitamin D are not
enough. New recommendations of 4000 units a day of Vitamin D (for adults) compared to 400 units a day, are
proposed.
 Kids not eating enough fish and eggs, which can result in deficiencies in omega 3 , choline , Vitamin D, Luetin and
other important vitamins and minerals.
 According to KIL research study respondents, increased human nutrition scientific research emphasis is being
placed on the amount of choline required in both adult and children’s diets.* Choline is a very important nutrient
molecule that affects the development of the brain. As dementia and Alzheimer’s disease are becoming big issues
for people over 50, one of the therapies that is emerging is that we increase the choline content in adult diets. This
concept is now trickling down to developing infant and children. Study respondents also indicated that medical
researchers also need to revisit new recommendations for daily allowances of choline in children's diets. (NOTE:
There has been an active debate over the last 10 year in elevating choline to vitamin status. There are proponents in
the nutrition community that believe choline be considered a vitamin. There is also evidence that the body doesn’t
make enough choline.)
* Choline is a water-soluble essential nutrient. It is usually grouped within the Vitamin B complex. The body also makes choline.

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 Radical changes in our food supply and increased availability of convenient/fast food has impacted the way we
eat and the type of nutrition we are getting from foods available. For example: When people moved away from
eating/feeding children eggs for breakfast, carbohydrate , sugar and dairy laden foods were replaced.
 Adults and children are also eating less meat, good fat and protein, which can upset the balance and absorption of
important nutrients.
 Sodium levels are very high in the general public (especially in Canada), and is on the rise.
 Researchers believe that what is happening in our food supply and overall changes in our eating patterns is a very
complex issue, not without its poor health consequences. Potential impact example: Growth in allergies, allergic
reactions and food rejection among kids, is growing at an alarming rate.
 Parents are not aware enough of a child’s growth and development cycles. Also not aware of , or addressing,
metobolic issues that surround good food and eating practices.
 Children are also not getting enough fiber in their diets.
 Based on projections that breastfeeding will increase here and abroad, it is anticipated that we will see more iron
deficiencies that comes with breastfeeding. Impact: This deficiency will need to be addressed in the availability of
more (affordable) foods containing iron (for babies after 6 months) such as meat-based products, even though
there are infant cereals available which contain iron. Pediatricians indicate that they do not like to see even a mild
iron deficiency in babies and toddlers.

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 C. Awareness and Assessment of Functional Food and Related Products (Adult,
Infants, Children)
 With current food supply the way it is, according to our KIL study respondents, we have no choice to help change
the way people eat, so we can get back on a healthy diet track. This will require a massive change in agriculture
and food manufacturing that would help make the food products more affordable and considerable education and
marketing initiatives.
 Our KIL research scientist study respondents believe a practical approach to the functional food concept is to
understand what is missing in our food supply, today. It is recommended that we work toward what shouldn’t be
there and what should be brought back. Need to be careful that we have the whole package (formulation
compound of nutrients, food) so that the nutrients can work together.
 Our KIL research scientist study respondents also believe that a lot of the functional food additives are not safely
packaged and/or combined (e.g. omega fatty acids should be in fish protein rather than in orange juice). They
state that if we are going to produce functional foods, we try to make a more balanced food supply approach,
and get our physiology back on tract. Rather than create more problems, we need to fix the problems.
 A majority of the KIL study respondents stated that the intake of enough Omega 3 fatty acids has been an
important issue in addressing brain development and possible related deficiencies, and is continuing to be. Now
90% of infant formulas are fortified with omega 3 fatty acids. An upsurge in functional food products that
incorporate Omega 3 fatty acids is also taking place. There also appears to be a high public and food
manufacture awareness of the importance Omega 3 fatty acids in a child’s diet (e.g. Omega 2 fatty acids play a
beneficial role in supporting healthy nerve tissue and brain development of infants and children).

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 C. Awareness and Assessment of Functional Food and Related Products (Adults,
Infants, Children) - cont’d.
 Awareness of functional food products among the academic nutrition research community, food consultants,
nutritionists and dieticians is at a high level.
 The overall awareness and consumption of functional foods by the public is mixed, according to our KIL study
respondents. Consumers in the lower economic demographics, however, lack overall awareness and show poor
consumption of functional foods. This is due to higher costs and general approach to food and nutrition. This
demographic approaches food through recommended food groups and are not looking at the overall nutrient
functionality capabilities.
 The public, for the most part, doesn’t understand the functional food concept. With all of the various types and
formulations and additives in functional foods, moms still don’t understand the right compliment of nutrients and
vitamins to give children, resulting in a huge education gap. This education gap creates a problem in who provides
this type of nutrition education (e.g. Pediatricians, schools, governments, etc.).
 Study respondents believe there is a world of difference between nutra-supplements and nutraceuticals added to
foods and natural foods. A number of the study respondents (including other nutritionists and dieticians) also
believe there is not enough documented research to support nutrient benefits.
 Mixed reactions by study respondents in regard to their favorable assessment and support of the functional food
concept. Some of KIL study respondents believe there is clearly room for expansion of functional food product
lines in order to optimize good health and nutrition. Other respondents felt it is much better to provide nutrient
supplements through natural, fresh food rather than through nutraingredients and nutraceuticals.

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 D. Identification of Current/Emerging Nutritional Behavior / Weight Management
Trends (Adults, Children)
 Nutrition science researchers are seeing a migratory (life cycle) pattern for disorders such as allergies, intestinal
(Crone’s disease) , asthma, skin problems and immune inflammatory diseases with children between the ages
of 10-12 years of age. These findings are attributed to the food supply. They believe that clearly, something is
happening along that line.
 Getting children to change their eating habits is an important trend. Research shows that children mimic
subliminally adult eating behaviors. Parents need to be supportive at an early age for nutritious food preferences
and behaviors.
 Extensive research is also being done on how to get kids to move more, and how to stop eating when full.
 There are growing trends toward ongoing governmental and local community efforts in US (including NIH grants)
and in W. Europe which focus on environmental and policy change related to healthier eating, obesity prevention
and community-related wellness programs in school and at home.
 New immigrant populations have a host of acculturation issues that highly affect changes (usually for the worst)
in their diets.
 Research trends indicate that the relationship between the mother’s dietary status during time of pregnancy can
set up a pre-disposition in the child. What the mother is eating during pregnancy sets-up an eating modeling
profile, which appears to be related to children’s dietary issues after they are born.

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Trends (Adults, Children) – cont’d.
 Weight management to begin at a very early age: Even though there is little knowledge of what is in mother’s
milk that may protect the baby from obesity in the future, there are trends toward a continuing push for low
energy, low fat foods in earlier stages of a child’s growth. However, Pediatricians do not recommend these type
of food for infants in the first year of life. Rather, in the second year of life, based on studies, there is a trend
toward pushing for lower density, lower fat , and lower protein foods. This is based on the research assumptions
(cause and effect) that the more protein and fat a child eats, the more likely the child will be obese later in life
(10-15 years down the road). NOTE: Research assumption: A higher protein and fat intake can lead to more
accumulation of fat.
 Food Grazing Eating Behaviors: Kids having four, five, six meals a day; inverted pyramid eating; high sugar foods
and empty calorie foods later in the day, all of which helping to cause obesity. Challenge: Teaching parents to
feed children at certain times during the day, rather than being allowed to graze.
 Government subsidies of sugar and high carbohydrate products (wheat and corn) versus fruit and vegetables.
Fruit and vegetable growers do not have good enough economic margins to compete with the sugar, wheat and
corn (for example) agriculture industries.
 Healthy foods can be fun and convenient. However, consumers usually have to pay a premium for them.
Interestingly, consumer spending on packaged lettuce has gone up. This is a good example of a packaging
exercise for convenient, healthier foods. (e.g. baby carrots) or packages of fruits and vegetables that put
“Sponge Bob Square Pants” graphic on the front of the package. Marketing and food consultants believes this
helps to get kids eating better food, or good food served in a way that is attractive to both mom’s and kids.

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 D. Identification of Current/Emerging Nutritional Behavior / Weight Management Trends
(Adults, Children) – cont’d.
 Two big research areas in adult weight management include a focus on dietary fat and how absorbing fat into the
body and/or blocking absorption in the small intestine can take place. NOTE: There are specific compounds in the
food supply that can inhibit the absorption process.
 Current weight management research is also focused on the glycemic index, so that any food or combination of
foods that can slow down how carbohydrates get absorbed into the small intestine will be beneficial.
 Federal, State and local government policy changes in health, wellness and weight management for children are
taking place in the US, Canada and the UK. The federal and state governments, local communities and schools are
working in partnership to help make and enforce policy changes to school cafeteria menus to include more nutritious
food choices and to support more wellness efforts. This downstream children’s nutrition policy has proven very
popular in all three countries. Example: A “Stop the Pop” program started by the provincial government in
Vancouver, British Columbia has proven successful in taking out soda pop machines in Vancouver, BC schools. The
schools work in partnership with the provincial government to also help make policy to change cafeteria menus to
include more nutritious food choices.
 Research in psychology, with nutritional approaches. KIL pediatric nutrition/psychologists believe that empty
calories, saturated fat and high fructose corn syrup all correlate with pediatric mental health. Symptoms that could
occur with an overabundance of these factors could initiate escalation in mood, dieting and behavior in an earlier,
more severe form. Such is the case in the US, where studies have shown higher incidences of these type of
behaviors. However, these trends tend to be demographically stratified, with the socioeconomic bottom tiers having
the worse diets and peaks in pediatric obesity cases. The southern part of the US, some of which has high poverty,
also depicts higher incidences of mental health issues in children. NOTE: The importance of adequate nutrition in
establishing and maintaining physical and mental health is generally acknowledged. This is particularly true in infants
and children because of the sensitivity of developmental processes to nutritional influences during these early
formative years. However, the way nutrition interacts with other variables to effect physical, intellectual and emotional
well-being is poorly understood.

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Research Trends (Adults, Children) – cont’d.
 Eggs to the rescue: Weight management research trends indicate that increasingly in the younger population in
the US , the prevalence of obesity is positively associated with incident of MetS or metabolic syndrome ,
cardiovascular disease and Type II diabetes.
According to recent nutrition-related research studies in obesity, the main health risks are a resultof increased
adipose tissue.* Adipose tissue synthesizes andsecretes biologically active molecules believed to affect
metabolicsyndrome (MetS)and cardiovascular diseases. Carbohydrate-restricteddiets (CRD) have been shown
to reduce weight and hence reducethese risks (cardiovascular diseasesand MetS, problems that appear to be
rapidly increasingin the younger population.)
Dietary cholesterol increasesplasma cholesterol in those individuals who are classified ashyper-responders .
However, findings in a 2008 study, demonstratedthat by including eggs as part of a low carbohydrate
intervention,the plasma LDL-C concentration did not increase but the plasmaHDL-C concentration did increase.
Because low concentrationsof HDL-C contribute to MetS, this is a very positive aspectof the intervention.
According to the researchers, this is the first studyto show that dietary cholesterol provided by eggs does not
modifythe beneficial effects of CRD in MetS.
 Studies are also underway which show that eggs make you feel full, thus eating less and losing weight.
* NOTE: Another health benefit of eggs is their contribution to the diet as a source of choline. Although our bodies can
produce some choline, we cannot make enough to make up for an inadequate supply in our diets, and choline deficiency can
also cause deficiency of another B vitamin critically important for health, folic acid. Eggs are also great for the eyes. According
to a study, an egg a day may prevent macular degeneration due to the carotenoid content, specifically lutein and zeaxanthin.
Both nutrients are more readily available to our bodies from eggs than from other sources.
* From Dietary Cholesterol Egg Study (2008) Department of Nutritional Sciences and 4
Department of Kinesiology, University of
Connecticut, Storrs, CT (Drs. Gisella Mutungi, Joseph Ratliff, Michael Puglisi, Moises Torres-Gonzalez, Ushma Vaishnav, Jose O.
Leite, Erin Quann, Jeff S. Volekand Maria Luz Fernandez)

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Research Trends (Adults, Children) – cont’d.
 Obesity caused by a virus? Research has shown that there has been a positive correlation between body fat and
the presence of AD-36* antibodies in the blood. Previous research showed that chicken or mice injected with
similar types of viruses show a statistically significant weight gain. To date, AD-36 is the only human adenovirus
that has been linked with human obesity, present in 30% of obese humans and 11% of nonobese humans. In
addition, a study of obese Americans indicates that about 30% of the obese individuals and only 5% of non-obese
individuals have antibodies to Ad-36.AD-36 also causes obesity in chickens, mice, rats, and monkeys.
KIL respondent (Dr. Nikhil Dhurandhar) believes that over the next five to ten years, a vaccine for AD-36 or other
pathogens will be developed. The assumption being, that this type of obesity (caused by an infection) is not a
behavioral problem. However, factors such as metabolism and/or the environment could modify this type of
approach.
*NOTE: Human adenovirus 36 (HAdV-36) or AD-36 is one of 52 types of adenoviruses
known to infect humans. AD-36 was first isolated in 1978 from the feces of a girl suffering
from diabetes and enteritis, and has long been recognized as a cause of respiratory and eye
infections in humans.It was first shown to be associated with obesity in chickens by Dr. Nikhil
Dhurandhar.

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 E. Identification of Current/Emerging Antioxidant Research
 Vitamin C and E antioxidants are still important vitamins that are being researched. They are considered by
many in the nutrition and food science community as vitamins that are quantitatively the most important and most
abundant –and are expected to continue to be important.
 Polyphenol antioxidant research has been primarily for foods for adults. However, there is research currently
being done that will try to translate polyphenol antioxidants into foods for infants and children.
(NOTE: Polyphenol antioxidants are thought to be instrumental in combating oxidative stress, a process
associated with some neurodegenerative diseases and some cardiovascular diseases. The main source of
polyphenol antioxidants is nutritional, since they are found in a wide array of phytonutrient-bearing foods. For
example, most legumes; fruits such as apples, blackberries, blueberries, cantaloupe, cherries, cranberries,
grapes, pears, plums, raspberries, and strawberries; and vegetables such as broccoli, cabbage, celery, onion
and parsley are rich in polyphenol antioxidants. Red wine, green coffee, chocolate, green tea, coffee, olive oil,
bee pollen (honey) and many grains are alternative sources.)*
 Observations: Antioxidant supplements in foods are under fire, and according to some negative studies,
they are not holding up to the promise that the industry thought. However, there is also considerable
skepticism on the way the studies were done since the antioxidants tested lost functionality based on the
matrix studied. According to survey respondents, biologic matrix that are isolated may better determine the
functionality of the antioxidant.
 Important research is also being performed on Luetin (carotenoid), found in fruits and green leafy vegetables
such as spinach and kale. Luetin is employed by organisms as an antioxidant which also plays a role in eye
metabolism. Historically, Luetin research has focused primarily on adults and the elderly. However, because of
the role of Luetin in eye metabolism/eye development, researchers are considering tests which would increase
the amount of Luetin in infant formulas and for lactating mothers. (see next page)
* Source: Wikipedia

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 E. Identification of Current/Emerging Antioxidant Research – Cont’d.
 NOTE: Lutein is a natural part of human diet when fruits and vegetables are consumed. In humans, it is
concentrated in the retina and lens of the eye. Through its high antioxidant properties, Lutein may help protect
cells against the damaging effects of free radicals and play a vital role in maintaining healthy eyes, heart and
skin. As early as 1996, lutein has been incorporated into dietary supplements. Food sources of carotenoids
include carrots, sweet potatoes, spinach, kale, collard greens, and tomatoes. To maximize the availability of the
carotenoids in the foods listed above, the foods should be eaten raw or steamed lightly.
 KIL study research respondents also cited active research on a variety of antioxidant compounds such as
carotenoids and anthocyanins (e.g. powerful antioxidant flavonoids ) are also being conducted in various Human
Nutrition and Food Science academic research labs, where some are focusing on colonic inflammation and how
it affects systemic inflammation.
 NOTE: Anthocyanins were also found in one study to have the strongest antioxidizing power of 150 flavonoids.
(Approximately 4,000 different flavonoids have been identified.) The U.S. Department of Agriculture recently tested the
abilities of berry varieties to protect against oxidative damage. In general, blackberries have the highest antioxidant
capacity of any fruit. Different varieties of the same species have varying amounts of anthocyanins. The varietal
cultivars with the highest antioxidative capacity against superoxide radicals, hydrogen peroxide, and other oxidants are
hull, thornless, and jewel raspberries; early black cranberries; and Elliot blueberries.
 Anti-inflammatory Abilities: Anthocyanins' anti-inflammatory ability has also been shown to help dampen allergic
reactions. In one study, Bulgarian researchers gave animals histamine and serotonin, both of which cause allergic
reactions and increase capillary permeability. The animals were supplemented with a variety of flavonoids.
Anthocyanins were found to have the strongest anti-inflammatory effect of any flavonoid tested.

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 F. Identification and Assessment of Current/Emerging Functional Food
(Nutraingredients*/Nutraceuticals) Research (Adults, Infants, Children)
 Inherent Nutritional Functionality: Increased attention is continuing to be focused on putting nutraingredients
/nutraceuticals into base foods, drinks and infant formulas. Continued opportunities to develop new children’s
food products that have inherent nutritional functionality, yet can be enhanced through minimal food processing.
Examples: Adding more fiber, Vitamin D, eggs, cheese to healthy base foods (e.g. real fruit juices, cereals,
nutrition bars, cheese snacks, yogurt, beans, dried fruit, fresh fruit, milk, etc.
 New Nutraingredient Compounds Research: New research is also being conducted on choline*, omega 3
fatty acids, and complex gylcolipids. Various combinations of these nutrient supplements are currently
being tested. Specific benefits sought include support for healthy brain function and development; and
immune system functionality for both adults and children.
 *Choline - the word may be vaguely familiar, but you probably don't know much about this nutrient,
which shows signs of being quite important to our early development, and all through our lives in our
brains, livers, and perhaps much more. Choline is a chemical similar to the B-vitamins, and is often
lumped in with them, although it is not (yet) an "official" B-vitamin. Although its entire mechanism of
action, particularly how it interacts with other nutrients, is not completely understood, it seems to often
work in concert with folate and an amino acid called methionine. Although the human body can make
some choline it is generally recognized that it is important to get dietary choline as well.
 Functional Foods and Bioactive Compound Research: New research is being conducted on how functional foods
and bioactive compounds can regulate the glycemic index, hunger/satiety hormones, colonic-systemic oxidative
stress, and fat accumulation, especially when these foods are subjected to post-harvest treatments, storage, and
processing. The long-term goal of this research is to optimize the health profiles of food products.
*Omega 3; Probiotics; Whey-Omega 3 blend; maternal folic acid; DHA; Choline

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 F. Identification and Assessment of Current/Emerging Functional Food
(Nutraingredients/Nutraceuticals) Research (Adults, Infants, Children) – cont’d.
 Whole Plant Compound Research: KIL research respondents suggest that it may be possible that whole plant
compounds would be more effective if never taken out of the leaf, since it could possibly have greater
functionality in its natural matrix. Researchers also believe that nature never intended for us to eat the
compounds in isolation, since it is not always to our advantage to strip it down to a simple molecule. It has been
suggested that we should find ways to just crush up the leaf, using the whole leaf as an ingredient. A fair amount
of nutritional science research is being done in this area.
 Fiber and Antioxidant combination research continues: Research is currently underway with college students
which focuses on combining fiber and antioxidants to see if it can help alleviate flu symptoms and to promote
healthy immune and GI systems.
 Emerging infant functional food formula (pre-and probiotics) trends indicate that Europe is very much in the
forefront compared to the US in providing infant formulas which contain probiotics and prebiotics**, however, we
expect to the US to play catch up over the next 1-2 years.
 Drivers: Reactions to foods and allergies (including asthma, eczema and hay fever) are common and may be
increasing in developed countries * The addition of prebiotics in infants formulas/foods for prevention of allergic disease
and food hypersensitivity is still controversial.. Researchers and clinicians recommend that further studies are need to
confirm stated benefits and to determine if the effects persist beyond infancy or affect other manifestations of allergic
disease.

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 G. Identification of the Greatest Unmet Needs of Functional Food Products (Adults,
Infants, Children)
 Study respondents believe that one of the important unmet needs of functional food products is that we need to
figure out a way to process food in a simpler way. In particular, utilizing and processing very fresh food
ingredients in the region where they are grown. It is suggested that food manufacturers work with the different
regions of the country and abroad to localize the processing of food, which in turn, supports the local and regional
farming and agricultural industry. Drivers: Demand for buying food that is grown locally is rising. People are
looking for more food from their regions.
 Another important unmet need of functional food products is to consider when infants are introduced to solid foods
and the types of foods they eat. This focus could help to spearhead new foods that also promote good eating
habits. For example, giving baby and toddlers fresh and natural finger foods, packaged in interesting
combinations, such as fruits (e.g. dried or frozen fruits) and vegetables (dried or frozen) that are soft and nutritious
or whole grains that are incorporated into solid foods. The thought is, that infants and toddlers wouldn’t need
vitamin supplements if they are eating the right combination of foods (Example: The Kashi line of frozen foods
which include rice and mangoes.
 It has been suggested by our KIL respondents that by introducing a uniform branded “functional food” icon that
could be put on functional food product packaging intended to provide parents with uniform standards on nutrients
(e.g. nutraingredients and nutraceuticals) and other health-related additives, would help to further boost the
product’s viability/benefits. An additional “clinically tested” rating could also be applied. In turn, a uniform
functional foods “healthy” rating criteria from either food industry *and/or government entities could help to boost
the consumer’s purchasing confidence, particularly for children’s foods. Here in the US and internationally,
functional foods have suffered from a lack of credibility due to misleading nutritional claims by food manufacturers.
* Similar to the “Smart Choices” food label icon (green check) packaging, initiated by eight food manufacturer companies.
Smart Choices‘ green check mark reflects standards on nutrients to limit (such as fats, cholesterol, sugar and sodium) and –
for most categories -- nutrients to encourage (including calcium, potassium, fiber, magnesium and vitamins).

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 G. Identification of the Greatest Unmet Needs of Functional Food Products (Adults,
Infants, Children) – cont’d.
 KIL study dietician consultants stressed that brain development in early childhood is still a primary concern.
Children from ages 5-6 years old, in particular, present ongoing opportunities for new functional food products that
contain nutraingredients such as flax seed, plant sterols, Omega 3, DHA, etc. In particular functional foods with a
combination of nutraingredients that particularly focus on child brain development, immune system protection,
digestion, and low fat (e.g. weight management), high fiber, would be in demand. Examples: Whole meals in a
bowl (e.g. soup or stews); functional cheeses with vegetables, rice etc. NOTE: The brain is considered the most
energy hungry system in the body and ultimately, the most important according to pediatric nutrition experts.
 The reevaluation of infant formulas containing Vitamin D. KIL infant nutrition respondents stressed the importance
of reevaluating the levels of Vitamin D currently present in infant formulas due to the emergence of higher levels of
Vitamin D required for adults. Not enough research in this area.
 Trends toward more personalized infant formulas (now available in many European countries). KIL infant nutrition
respondents suggested that the US is behind other countries who already have phased formula products on the
market. They are geared for the first six months; second six months including adding solid foods. In the US, there
is only just one formula for infants until they go on to solid foods.

43
 Integrating medicine into foods, personalized foods: Research is already underway on a variety of individual
genetic variables that could be turned into personalized medicine and food products. Increased investments
in human nutrition and food science research also indicates that in the future, foods will be designed to go
beyond providing just nutrition supplements. Next-generation functional foods will be designed to provide
new food formulations that will have the potential to more effectively protect you from chronic diseases over
the human lifecycle.
 For example: Create specialized food products for children who get eczema or asthma.
 Pre-dispositions to certain illnesses could warrant more folate for pregnant women either through food
products or through fortifying the grain supply.
 Or take a public health approach, by estimating a percentage of the general population that is more
susceptible to a disease. One approach would be to create foods for 10% or relate to the needs of
everyone.
 Downside: Food is a great enjoyment and humans are social animals. We need to think carefully
about making food that includes medicine . We will also need to be careful that we don’t lose the
context of eating and the social aspects. The challenge is how you package these foods, and how the
consumer perceives them.
 Foods that compliment other foods in building good, balanced meals is another approach that appears to be
gaining some attention. For example: General Mills recently had a corporate edict that they would depict
their foods in the context of mealtimes. They would show their products on the plate with other foods. Future
trend: Other big food companies will take on that sense of personal responsibility, depicting foods in the
context of healthy eating, in terms of healthy portions and recipe recommendations and healthier food
alternatives at mealtimes. Examples: In NYC, fast food restaurants now have to list the calorie count of
foods. Discovery: A bagel is more fattening that a huge cinnamon encrusted donut.

44
 Some of the big trends will be to continue to find a way to use different ingredient bases as drivers for new food
products (e.g. vegetable root chips). Using technology to convert good ingredients into good tasting food is
predicted to be the holy grail in designing next-generation functional foods.
 Another approach suggested is a new generation of foods with better ingredients. With kids, it has to be put to a
test that food is “fun and tastes good. “ New marketing approaches for kids’ food products in the future could be:
“It’s fun, it tastes good and it is good for you.” Hanging curb ball: Very few companies have addressed this in a
fundamental way. In the past major, large food companies such as Kraft, General Mills and Kellogg have
introduced food products which reduced sugar and fat, and talked about “whole grains”. Smaller food packaging
such as 100 calorie products was also just clever marketing. However, it was not the fundamental change in the
American diet approach that would help to solve the plethora of nutrition and health problems we are now facing.
 A new focus on antioxidants and anti-inflammation will continue to emerge. According to study respondents, this
is an important area that will be focused on in the research community since they are finding that inflammation is
fundamentally underlying the major chronic diseases such as cancer, stroke, and heart disease. Having a
habitual diet that manages inflammation will be a hot issue and will help to spearhead the creation of new foods
that help to lower inflammation and oxidation. Therefore, it is suggested that researchers will now need to focus
more on bioactive compounds (nutraceuticals) that lower inflammation and vitamins and minerals that have a role
in inflammation and oxidation through brand new bioactive compounds that are just being discovered.

45
 New types of “home style” convenient foods for babies that are frozen with nothing added to them, such as
veggies or fruits in small portion sizes, which would help mothers be able to combine these foods and mix
together. Would help to provide variety and save time. Example: Fresh fruit and vegetables frozen in smaller
packages and/or in ice cube trays which can be thawed easily.
 Whole food /functional compounds nanotechnology approach: KIL respondent researchers indicate a growing
trend to go with the whole food approach, rather using isolated compounds. Current research is looking into the
benefits of combinations of fruits and/or vegetables to prevent chronic diseases (e.g. combinations of tomatoes
and broccoli) or what types of combinations would work best. Through nanotechnology, there is great potential
for improving the effectiveness and efficiency of delivery of bioactive compounds in functional foods to improve
human health. It can enhance solubility, facilitate controlled release, improve bioavailability, and protect the
stability of micronutrients and bioactive compounds during processing, storage, and distribution. It can also lead
to the development of new flavor delivery systems to improve food quality and functionality.

46
Next-Generation Medically Personalized Infant Foods
 Infant Formulas that Addressed Specialized/Personalize Medical Predispositions:  There is some thought  in the
infant nutrition research community about  looking more closely at the specialized needs of infants at different
development stages.  According to our KIL respondents, it is likely that over the next 10-15 years, when we are
able to get a better handle on an infant's genetics influences and their responses to more personalized formula
approaches, we will see infant formula products that address specific family medical predispositions, such as
food allergies.  There would a special formula that addressed this type of predisposition, which might include
different lipid and prebiotic formulations (blends) . Other types of personalized formulas might include
formulations that addressed inflammatory bowel disease, asthma, immune deficiencies, obesity, diabetes, etc.
Challenges: Outcomes of benefits might not be the same due to the complexity of the infant’s genetic
background.  The costs of these personalized infant formula products may also be high, thereby setting up
choices to parents of a Wal-Mart brand vs. a gold standard brand.  However, if there is enough efficacy
associated with these products, it might be possible for insurance companies to cover the costs.

47
 Baby food with meds for regenerating skin. For example, if you got a scrape your skin, it would heal itself very
quickly. Kids get hurt a lot and it would ease a lot of moms minds. It could also wipe out bandages (disruptive
innovation approach).
 Baby food with flu shots, cold medicine, etc. because babies are more prone to illness. For example, baby food
with colic preventative medicine
 Baby food with insect repellent that would come out of your skin. In 2025 the mosquito illnesses might remain
high, or higher than ever anticipated.
 Vitamin foods in syringe type of tubes (will need to be designed so it doesn’t look so medical; maybe a wider or
shorter one) that would have a 25% of daily vegetable or fruit requirements. It would be less messy and easy to
figure out if your child is getting all of the nutrition they need.
 Baby food with an INTENSE bone strengthener that increases balance for when they are learning to walk.
 Baby food for a world that becomes super organic. When the container is empty and the air begins to hit it, it
slowly disintegrates.
 Baby food that is in bite sized bits that can dissolve faster. Less mess than food now.
 Baby food in a foam pump. Babies will not choke as much.

48
 H. Next-Generation Functional Food and Related Marketing Insights / Trends (Adults,
Infants, Children) – cont’d.
 Highly Concentrated Food: Produce food that has all of the elements of a complete meal to be consumed in one
or a few small spoonfuls (e.g. Microencapsulation technology)
 Sustainably Produced Food: Changing conditions and growing demand for food in 2025 is going to create new
pressure on the food industry. Developing food that is sustainable whether bioengineered or synthetic is
beneficial. It could lower production costs and be used as a marketing tool to environmentally conscious
consumers.
 End User Flavoring: Since Baby food doesn’t change much in terms of consistency. It might be feasible to have
one common base and sell flavoring ingredients separately to consumers.
 Foods to condition eating behavior: Obesity is a major problem in children. It might be possible to engineer foods
that start to encourage and condition healthy eating habits.
 3D Printing Food Machine: Based off of the idea of 3D printing. Food could be dispensed through a printer in an
aesthetically pleasing manner. This could also be incorporated with flavoring so the same machine could produce
different types of food, maybe even print the food to correspond with the flavor.
 Higher costs of functional foods will always be an issue; children in greatest need would be more sensitive to not
having these foods because of the cost. For parents of this particular demographic, the purchase of more
expensive functional foods is not likely to happen.

49
 IV. Issues and Challenges Surrounding the Nutraceuticals/Nutraingredients in Food
Products (Adults, Infants, Children)
 A significant challenge cited for the food and healthcare industries is to teach consumers what functional foods
are.  Those in the field know, but when they get outside very few consumers understand or heard of the functional
food concept.  Therefore, the big challenge is education, since very few consumers understand how the concepts
of functional food can be applied to other foods.
 There was a portion of the KIL study respondents who are very skeptical of functional and/or enhanced foods
“claims of nutritional benefits”, especially when compared to the nutritional benefits of whole , non-processed
foods. They believe that the more food is processed, the more it can destroy vital nutrients, and that whole foods
will always be superior. NOTE:  The KIL skepticism came mainly from health/nutrition food policy experts, pediatric
psychologists, and some dieticians.
 More esoteric challenges cited by the study respondents reveal that in western biomedical research, the goal is to
focus on what is that “one” compound in food or the one  molecule that illicit a response.  For example, if you
pulled nutrients out of plant leaves we don’t normally eat, and then see the benefits.  And, to start thinking about
the idea that science and research should be focused on isolating a characteristic and implementing single
molecules which can create a variety of foods that would carry that molecule.
 According to KIL respondents, we still need to be cautious about functional food (nutraingredients) products for
infants and children. There is still a lot of work to do in terms of safety and efficacy. For example, many bioactive
components are broken down in the liver, and in infant s and children those enzymes are not as well developed as
in adults. Many of these compounds exist in the bloodstream because they are not metabolized the same as
adults. Clinic trials are needed.

50
Products (Adults, Infants, Children) – cont’d.
 Biocompounds in infant formulas programmed to fight immune system disease:  Our KIL pediatric nutrition
research study respondents believe there are long term trends  which indicate increasing incidences in asthma,
allergies and inflammatory bowel diseases in children. As a result, they are continuing to look at what
biocomponents in breast milk provide the programming of  the immune system to fight off these types of
diseases?  Impact: Research trends indicate more infant and toddler nutrition research will be performed in both
the pro-and prebiotics.
 Infant formulas with iron:  According to our KIL study respondents, there is still a lot of room to add more iron into
infant formulas.  Even though the normal level of iron in breast milk is low, infants can absorb 70% of that iron
from breast milk.  However, in infant formulas, the infant absorption level of iron is considerably lower.

 Infant formula prebiotic confusion:  Research is underway in attempting to mimic the effect and functionality of
oligosaccharides in infant formulas. Oligosaccharides* are one of the main components of human milk, which
contains, on average, 10 g/L of neutral oligosaccharides and 1 g/L of acidic oligosaccharides. The concentration
of these compounds in breast milk changes according to different lactation phases, being higher in colostrum than
in transitional and mature milk. The composition of human milk oligosaccharides is very complex and more than
100 different oligosaccharide-like structures are known. They express an essentially bifidogenic effect and confer
anti-infective properties to human milk.  NOTE: There are numerous federal and industry funded research and
clinical trial grants in this area, however, studies, so far, have caused confusion around the world. Researcher
consensus is that it is hard right now to get a handle on the true benefits of prebiotics in infant formulas and
understanding the optimal level of prebiotics that should be added infant formula formulations.
* Some perceived benefits of oligosaccharides: Improved insulin sensitivity and glucose metabolism; improved immune system
functionality.

51
Products (Adults, Infants, Children) – Cont’d.
 Additional challenges cited for food  and nutrition educators, is to get consumers to realize that there are health
benefits in eating foods closer to nature and in its most natural form.
 Introducing a fundamentally broad based, healthy diet at a young age is also a challenge for parents. Nutritionists
say certain tastes that an infant and toddler’s palate are more receptive to early on, can also be “learned tastes”,
such as broccoli.  These “learned tastes” can be reintroduced until a baby has developed a taste for it. This
presents a unique educational opportunity to introduce better, fresher foods to toddlers earlier.  Or, you can think
of this as a type of remedial action, where various type of fresh fruits and vegetables that often are not
introduced to children  early on, can be reintroduced.
 Other challenges cited included consumers who embrace foods with health benefits but not if they appear as if
they emerged entirely from a laboratory. That is, the more scientific and medically-related the formulation, with a
more potent the health benefit, consumers would rather just have a pill and a doctor involved.  This has led to a
consumer determination between scientifically functional foods (cholesterol reducing butter substitutes) vs.
inherently functional foods (e.g. yogurt)
 Challenges surrounding functional food health claims are still growing, causing increased confusion and lack of
credibility in the  US and European marketplaces. In Europe, especially, many academic, scientific and
regulatory organizations are actively working on ways to establish a scientific basis to support claims for
functional components or the foods containing them. For functional foods to deliver their potential public health
benefits, consumers must have a clear understanding of, and a strong confidence level in, the scientific criteria
that are used to document health effects and claims. In the US, these type of efforts have been much slower,
and have yet to materialize.

V. Final Recommendations
52
 Drivers  Recommendations
- Kids not eating enough fish and eggs,
which can result in deficiencies in omega 3,
choline and other important vitamins and
minerals
- People continuing to eat too much food
(adults and children). In response, restaurants
and food industry are starting to scale back
portions by offering smaller size portions and
food packaging.
-Develop smaller, convenient portions of food products specifically
designed and packaged for infants and children.
-Develop food products which specifically address rising protein
deficiencies in children.
- Develop highly concentrated food: Produce food that has all of the
elements of a complete meal to be consumed in one or a few small
spoonfuls (e.g. Microencapsulation technology)
- Growing trend (US, Canada, UK) in demand
for eating more locally grown food, organic,
and whole grain food sources
- Growing demand for more fresh food,
minimal food processing
- Growing demand for simpler, processed
food products.
-Sustainably Produced Food: Changing conditions and growing
demand for food in 2025 is going to create new pressure on the food
industry. Provide food that supports sustainable agriculture and
regional/local farms. In turn, this emphasis could help to lower production
costs and be used as a marketing tool to environmentally/organically
conscious consumers. NOTE: Sustainable organic food choices celebrates
regional/local food sources, educates consumers on food-related issues
and works to build community through food.
- Children are fed on the go, consequently
diets are not balanced (e.g. not eating enough
eggs, protein, fruits, milk, and vegetables.)
-Eating behavior trends show children rely
more on high calorie snack foods, while
practicing junk food grazing during the day
-Foods designed and packaged to condition eating behavior:
Obesity is a continually growing problem in children (both in the US and
abroad). It might be possible to engineer foods that start to encourage and
condition healthy eating habits.

V. Final Recommendations – cont’d.
53
 -Consensus growing over concern of highly
processed children’s foods.
 -Domestic and international government and
community wellness and nutrition policies
continue to grow.
 -The functional food products market still
faces increased challenges of health claims and
the marketing of products based on very little
research. This type of scrutiny will not go away.
 -This trend is also finding that children and
adults are confused more than ever as to what
constitutes a healthy diet.
 - Here in the US and internationally, functional
foods have suffered from a lack of credibility
due to misleading nutritional claims by various
food manufacturers.
 -New food pyramid needs an advanced degree
to understand it, causing a huge problem in
what constitutes a healthy diet in the general
public
- Introduce a uniform “functional food” icon that could be put on
branded functional food product packaging intended  to provide
parents with uniform standards on nutrients (e.g. nutraingredients and
nutraceuticals) and other health-related additives to further boost the
product’s viability/benefits.  An additional “clinically tested” rating could
also be applied.  In turn, a uniform functional foods “healthy” rating
criteria from either food industry and/or government regulatory entities
could help to boost the consumer’s purchasing confidence, particularly
for children’s foods.
Additional Objectives: Develop a regulatory framework that would
protect consumers from false and misleading claims and satisfy the
needs of industry for innovation in product development, marketing and
promotion. The framework should build upon the principle that
"enhanced function" and "reduced risk of disease" claims should be
based on well designed studies using appropriately identified,
characterized and validated biomarkers aims to establish common
criteria to assess the scientific substantiation of health-claims, providing
the framework to prepare scientific dossiers supporting claims.
 -Increased opportunities to develop new children’s food products
that have inherent nutritional functionality, yet can be enhanced
through minimal food processing. Examples:  Adding more fiber, Vitamin
D, eggs, cheese to healthy base foods (e.g. real fruit juices, cereals,
nutrition bars, cheese snacks, yogurt, beans, dried fruit, fresh fruit, milk.

54
-According to UNICEF, a global average of 16
per cent of children under five suffer from
acute respiratory infections.
-Probiotics may reduce cold and flu
symptoms for children
 -Personalized medicine/nutraceuticals
slated to materialize over the next decade.
Personalized Medical Nanotechnology:
Molecular or cellular specific-targeted delivery
systems may find applications in individualized
food consumption to ensure optimal health. For
example, one may envision that in the future the
recognition capability will allow carrying a
bioactive compound to be only released in the
presence of certain critical biochemical or genetic
markers that are specific to each individual.
- Through Nanotechnology and delivery of nutraceuticals a new line of infant
and toddler’s functional foods designed for a particular season (winter cold and
flu months); Benefits include help with flu-like symptoms and intestinal
problems. NOTE: A combination of the two strains was linked to reductions in
fever incidence by 73 per cent, a reduction in the occurrence of runny noses by
59 per cent, and drop in the incidence of coughing by 62 per cent, according to
findings published in Pediatrics. It stated that daily probiotic dietary
supplementation during the winter months was a safe effective way to reduce
episodes of fever, rhinorrhea, and cough, the cumulative duration of those
symptoms, the incidence of antibiotic prescriptions, and the number of missed
school days attributable to illness.
 Through Nanotechnology and delivery of nutraceuticals, a new line of baby
food with meds for regenerating skin could be developed. For example, if you
got a scrape your skin, it would heal itself very quickly. Kids get hurt a lot and it
would ease a lot of moms minds. It could also wipe out bandages (disruptive
innovation approach). Delivery mechanisms could be through some type of
new baby/kids food line.
 Develop a new line of “phased” infant formulas which would address the
various stages of growth in an infant’s life. Also include a “phased” infant solid
food line, which could include various functional food formulations aligned with
the various growth and development phases of the infant.
Develop a new line of “phased” toddler food products which also focus on
various stages of the toddler’s development. The phased products would also
include various functional food formulations aligned with the various growth
and development phases of a toddler.
Trends toward more personalized infant
formulas: US is behind Europe who already
have “phased” infant formulas available
which are geared toward the various stages of
growth (e.g. first six months, second six
months, including adding solid foods.)

55
 American children today are increasingly
unhealthy at earlier ages, because:
 Too many do not eat properly, do not
exercise enough, and are overweight.
 Childhood obesity and diabetes are
increasingly prevalent.
 Childhood obesity and diabetes can lead to
adult disease.
 Parents are not aware of addressing
metobolic (metabolism) issue that surround
good food and eating practices.
 Recommend further investigation into new and emerging
Mobile e-health applications and programs. Could be a way to
tie into baby and children’s food products via sponsorships and/or
promoting food products with M-health efforts from fed, state and
local governments.
M-Health Application and Possible Collaboration Ideas
 Games for physical health
 Dance Revolution, a commercially developed game, gets
children moving physically for hours at a time, and has been
adopted by
several states for their public school physical fitness
programs.
 Games for developing healthy long-term habits Sesame
Street’s Color Me Hungry game teaches the importance of
“eating your colors” by choosing fruits and vegetables.

56
 Trends toward buying fresher, healthier and more
localized processed foods, growing.
 Foods that compliment other foods in building
good, balanced meals is another approach that
appears to be gaining some attention. For example:
General Mills recently had a corporate edict that
they would depict their foods in the context of
mealtimes. They would show their products on the
plate with other foods.
 Recommend taking this trend and tying it into a new line of
convenient, fresh, healthy “complete mealtime” foods for
toddlers and young children with mix and match choices.
Recommend emphasizing “Going fresh, going whole foods, going
local”, which will have an appeal, worldwide.
 Recommend that Company X take on that sense of personal
responsibility, depicting foods in the context of healthy
eating, in terms of healthy portions and recipe recommendations
and healthier food alternatives at mealtimes for toddlers and young
children.

VI. Evolutionary, Revolutionary and Disruptive Opportunities
Evolutionary
 Choline
 Locally-grown Food Positioning
 M-Health Implementation
 OIM’s : Mom’s Natural Affinity
Group
 Closed innovative network
 Twitter/ Facebook Social Nets
 Whole plant compounds
 Omega 3
 Dental health
 Polyphenol antioxidants
 Carotenoids
 Anthocyanins
 Luetin
 No. 3 Fatty acids
 (Synaptic plasticity-
neurodevelopment
57
 Bioactive Compounds
 Regulate glycemic index
 Hunger, satiety hormones
 Colonic-systemic oxidative
stress, and fat accumulation
 Fiber antioxidants
 Epi Genetics
 Nano Clusters
 Nano Chemicals
 Genetic predisposition for
target indications
DisruptiveRevolutionary

VI. Evolutionary, Revolutionary and Disruptive Opportunities – cont’d.
Evolutionary
 Glucosamine/Chondroitin
 Develop food processes which
address rising protein
deficiencies
 Phytosterols (also called plant
sterols; reduces cholesterol
absorption in intestines)
58
 Designer Flavors
 Functional Food Icon
Standard
 Ethnographic and
acculturation Infant Formula
Segmentation
 Product Micelle (carrier
optimization) – (e.g. Leverage
absorption properties of micellar lipid
metabolites to help fight cholesterol.)
 Nano cluster delivery systems
 Personalized medical
nanotechnology (e.g. Molecular
or cellular specific-targeted delivery
systems may find applications in
individualized food consumption to
ensure optimal health.)
 Liposomal encapsulation
technology
 Curcuminoids (e.g. antioxidant,
anti-inflammatory activities)
 Solid lipid nanospheres (SLN’s)
 Nano-sized self –structured
liquids

VI. Evolutionary, Revolutionary and Disruptive Opportunities – cont’d.
Evolutionary
 Flax seed
 Iron
59
 Anthocyaninins - Anti-
inflammatory
 Complex Glycolipids
 Foam pump delivery
 Predictive and preventative
medicine
 Intersects with infant
formulations
 Bone strength (LBM-HMB type
design)
 Bio-compounds to fight
immune system diseases
 Anti-aging /cosmeceutical factor
 Microencapsulation
 Personalized medicine – genetic
control
 Skin regeneration
formulas/pharmaceuticals
 3-D Printing food machine

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