Functional Food Innovation 2020

Functional Food Innovation: 2020

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Company X Functional Food Ideation Study – Final Report

n  I. Research Methodology and Profile of KIL Respondents Pages

n  II. Executive Summary

n  III. Research Findings

q  A. Key Trends Impacting Food and Eating Patterns (Adults, Infants, Children) q  B. Key Nutrition Issues (Adults, Infants, Children) q  C. Awareness and Assessment of Functional Food and Related Products

(Adults, Infants, Children) q  D. Identification and Assessment of Current/Emerging Nutritional Behavior and Weight Management Trends (Adults, Children) q  E. Identification and Assessment of Current/Emerging Antioxidant Research q  F. Identification of Emerging Functional Food (Nutraingredients/Nutraceuticals)

Research (Adults, Infants, Children) q  G. Identification of the Greatest Unmet Needs of Functional Food Products

(Adults, Infants, Children) q  H. Next-Generation Functional Food and Related Product Development Insights

(Adults, Infants, Children)

n  IV. Issues and Challenges Surrounding the Nutraceuticals/Nutraingredients in Food Products (Adults, Infants, Children)

n  V. Final Recommendations (Drivers/Recommendations) q  A. Evolutionary, Revolutionary, and Disruptive Opportunities

n  APPENDIX – List of Participating KILs

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q  I. Research Methodology and Profile of KIL Respondents

n  Research Methodology

q  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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n  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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q  II. Executive Summary

q  A. Key Trends Impacting Food and Eating Patterns (Adults, Infants, Children)

n  Trends Toward More Sustainable, Nutritious, Local, and Natural Whole Foods

q  Growing trend toward purchasing more fresh and nutritious food from retail food stores and farmer’s markets

q  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

q  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.

q  A trend toward an increase in breastfeeding in infants up to three to six months is taking place both in the US and internationally

n  The Safety and Quality of the Food Supply in Question

q  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.

q  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

q  Re-labeling of nutritional information for infant and children’s food products that are easier to understand becoming more important for consumers.

q  Increased demand for more re-forumulation of foods due to growing obesity and specific nutrition/health-related conditions

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q  A. Key Trends Impacting Food and Eating Patterns (Adults, Infants, Children) – cont’d.

n  Unhealthy Eating Behavior Continues with both Adults and Children

q  Death of traditional meal time q  Children are skipping nutritious breakfast q  Some of biggest problematic eating trends are the proliferation of packaged and convenience foods. q  Children relying more on high calorie snack foods and food grazing during the day. q  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. q  What we crave to eat and enjoy is learned, Changing children’s palate q  People continuing to eat too much food (adults and children)

n  Key Technology-related Health and Nutrition Trends: New Wave of Personalized Nutrition, Health

Behavior Management and Healthy Lifestyles

q  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.

q  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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q  B. Key Nutrition Issues (Adults, Infants, Children) – cont’d.

n  State of Children’s Vitamin/Mineral Deficiencies and Nutrition Health Shows Cause for Concern

q  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.

q  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.

q  Kids not getting enough calcium and Vitamin D, due to lack of drinking enough milk and in some states, not enough sunlight.

q  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.

q  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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q  B. Key Nutrition Issues (Adults, Infants, Children) – cont’d.

n  State of Food Supply And Eating Behaviors Shows Cause for Concern

q  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.

q  Adults and children are also eating less meat, good fat and protein, which can upset the balance and absorption of important nutrients.

q  Sodium levels are very high in the general public (especially in Canada), and is on the rise.

q  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.

q  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.

q  Children are also not getting enough fiber in their diets.

q  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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q  C. Awareness and Assessment of Functional Food and Related Products (Adults, Infants, Children)

n  Practical Approaches and Consumer Concerns Need to be Addressed

q  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.

q  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.

q  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.

q  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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q  C. Awareness and Assessment of Functional Food and Related Products (Adults, Infants, Children) – cont’d.

n  Functional Food Awareness and Mixed Study Reactions

q  Awareness of functional food products among the academic nutrition research community, food consultants, nutritionists and dieticians is at a high level.

q  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.

q  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.

q  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.

q  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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q  D. Identification of Current/Emerging Nutritional Behavior / Weight Management Trends (Adults, Children)

n  Dynamic Trends in Poor Nutritional Behavior and Earlier Weight Management

q  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.

q  Getting children to change their eating habits is an important trend. Research shows that children mimic subliminally adult eating behaviors.

q  Extensive research is also being done on how to get kids to move more, and how to stop eating when full.

q  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.

q  New immigrant populations have a host of acculturation issues that highly affect changes (usually for the worst) in their diets.

q  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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q  D. Identification of Current/Emerging Nutritional Behavior / Weight Management Trends (Adults, Children) – cont’d.

n  Dynamic Trends in Poorer Nutritional Behavior and Earlier Weight Management

q  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.

q  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.

q  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.

q  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.

q  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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q  D. Identification of Current/Emerging Nutritional Behavior / Weight Management Trends (Adults, Children) – cont’d.

n  Psychological and Government Intervention Taking Hold on Wellness, Nutritional Behavior and Earlier

Weight Management Programs

q  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.

q  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.

n  Exciting Research in Obesity Slated for Future Weight Management Approaches

q  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 plasma HDL-C concentration did increase. Because low concentrations of HDL-C contribute to MetS, this is a very positive aspect of the intervention.

q  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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q  E. Identification and Assessment of Current/Emerging Antioxidant Research

n  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.

n  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. q  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.

n  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.

n  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. q  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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q  F. Identification of Emerging Functional Foods (Nutraingredients/Nutraceuticals) Research

n  Heavy Emphasis on Nutraingredient Compounds Research for Greater Functionality and Health Benefits

q  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.

q  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.

q  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.

q  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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q  F. Identification of Emerging Functional Foods (Nutraingredients/Nutraceuticals) Research – cont’d.

n  Research Emphasis on Nutraingredients in Base Food and Infant Formulas Continues

q  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.

q  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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q  G. Identification of Greatest Unmet Needs of Functional Food Products (Adults, Infants, Children)

n  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.

n  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.

n  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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q  G. Identification of Greatest Unmet Needs of Functional Food Products (Adults, Infants, Children) – cont’d. n  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.

n  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.

n  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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q  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)

n  Baby food with meds for regenerating skin. n  Baby food with flu shots, cold medicine n  Baby food with insect repellent n  Vitamin foods in syringe type of tubes n  Baby food with an INTENSE bone strengthener n  Baby food for a world that becomes super organic n  Baby food that is in bite sized n  Baby food in a foam pump n  Baby food using different ingredient bases as drivers for new food products (e.g. vegetable root chips). n  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”) n  Baby foods with a mixture of antioxidant and anti-inflammation nutraingredients n  New types of “home style/fresh style” convenient foods (frozen, boxed) for babies that can be mixed and

matched for family meals n  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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q  IV. Issues and Challenges Surrounding the Nutraceuticals/Nutraingredients in Food Products (Adults, Infants, Children)

q  NOTE: Please refer to the report for more detail on this section.

n  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.

n  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.

n  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.

n  According to KIL respondents, we still need to be cautious about functional food (nutraingredients) products for infants and children.

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q  IV. Issues and Challenges Surrounding the Nutraceuticals/Nutraingredients in Food Products (Adults, Infants, Children) – cont’d.

n  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.

n  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.

n  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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q  IV. Issues and Challenges Surrounding the Nutraceuticals/Nutraingredients in Food Products (Adults, Infants, Children) – cont’d. n  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.

n  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.

n  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.

n  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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n  III. Research Findings

q  A. Key Trends Impacting Food and Eating Patterns (Adults, Infants, Children)

n  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.

n  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.

n  Some of biggest problematic eating trends are the proliferation of packaged and convenience foods.

n  Children relying more on high calorie snack foods and food grazing during the day. Impact: Continuing obesity problems in adults and children.

n  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.

n  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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Company X Functional Food Ideation Study – Final Report q  A. Key Trends Impacting Food and Eating Patterns (Adults, Infants, Children) – cont’d.

n  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.

n  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.

n  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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n  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.

n  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.

n  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.

n  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.

n  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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n  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

n  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.

n  Re-labeling of nutritional information for infant and children’s food products that are easier to understand

becoming more important for consumers.

n  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

n  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.

n  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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Company X Functional Food Ideation Study – Final Report q  B. Key Nutrition Issues (Adults, Infants, Children)

n  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.

n  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.

n  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.

n  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.

n  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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Company X Functional Food Ideation Study – Final Report q  B. Key Nutrition Issues (Adults, Infants, Children) – cont’d.

n  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.

n  Adults and children are also eating less meat, good fat and protein, which can upset the balance and absorption of important nutrients.

n  Sodium levels are very high in the general public (especially in Canada), and is on the rise.

n  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.

n  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.

n  Children are also not getting enough fiber in their diets.

n  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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Company X Functional Food Ideation Study – Final Report q  C. Awareness and Assessment of Functional Food and Related Products (Adult,

Infants, Children)

n  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.

n  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.

n  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.

n  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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Company X Functional Food Ideation Study – Final Report q  C. Awareness and Assessment of Functional Food and Related Products (Adults,

Infants, Children) - cont’d.

n  Awareness of functional food products among the academic nutrition research community, food consultants, nutritionists and dieticians is at a high level.

n  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.

n  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.).

n  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.

n  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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Company X Functional Food Ideation Study – Final Report q  D. Identification of Current/Emerging Nutritional Behavior / Weight Management Trends

(Adults, Children) n  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.

n  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.

n  Extensive research is also being done on how to get kids to move more, and how to stop eating when full.

n  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.

n  New immigrant populations have a host of acculturation issues that highly affect changes (usually for the worst) in their diets.

n  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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Company X Functional Food Ideation Study – Final Report q  D. Identification of Current/Emerging Nutritional Behavior / Weight Management

Trends (Adults, Children) – cont’d. n  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.

n  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.

n  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.

n  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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Company X Functional Food Ideation Study – Final Report q  D. Identification of Current/Emerging Nutritional Behavior / Weight Management Trends

(Adults, Children) – cont’d.

n  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.

n  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.

n  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.

n  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.

n  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 result of increased adipose tissue.* Adipose tissue synthesizes and secretes biologically active molecules believed to affect metabolic syndrome (MetS) and cardiovascular diseases. Carbohydrate-restricted diets (CRD) have been shown to reduce weight and hence reduce these risks (cardiovascular diseases and MetS, problems that appear to be rapidly increasing in the younger population.)

Dietary cholesterol increases plasma cholesterol in those individuals who are classified as hyper-responders . 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 plasma HDL-C concentration did increase. Because low concentrations of HDL-C contribute to MetS, this is a very positive aspect of the intervention. According to the researchers, this is the first study to show that dietary cholesterol provided by eggs does not modify the beneficial effects of CRD in MetS.

n  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. Volek and Maria Luz Fernandez)

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Research Trends (Adults, Children) – cont’d. n  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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Company X Functional Food Ideation Study – Final Report q  E. Identification of Current/Emerging Antioxidant Research

n  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.

n  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.)*

q  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.

n  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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Company X Functional Food Ideation Study – Final Report q  E. Identification of Current/Emerging Antioxidant Research – Cont’d.

n  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.

n  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.

q  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.

q  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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Company X Functional Food Ideation Study – Final Report q  F. Identification and Assessment of Current/Emerging Functional Food

(Nutraingredients*/Nutraceuticals) Research (Adults, Infants, Children)

n  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.

q  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.

n  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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Company X Functional Food Ideation Study – Final Report q  F. Identification and Assessment of Current/Emerging Functional Food

(Nutraingredients/Nutraceuticals) Research (Adults, Infants, Children) – cont’d.

n  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.

n  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.

n  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.

q  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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Company X Functional Food Ideation Study – Final Report q  G. Identification of the Greatest Unmet Needs of Functional Food Products (Adults,

Infants, Children)

n  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.

n  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.

n  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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Company X Functional Food Ideation Study – Final Report q  G. Identification of the Greatest Unmet Needs of Functional Food Products (Adults,

Infants, Children) – cont’d.

n  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.

n  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.

n  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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Company X Functional Food Ideation Study – Final Report q  H. Next-Generation Functional Food and Related Product Development Insights

(Adults, Infants, Children)

q  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.

q  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.

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(Adults, Infants, Children) – cont’d.

n  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.

n  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.

n  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.

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n  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.

n  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.

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Next-Generation Medically Personalized Infant Foods

n  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.

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n  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).

n  Baby food with flu shots, cold medicine, etc. because babies are more prone to illness. For example, baby food with colic preventative medicine

n  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. n  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.

n  Baby food with an INTENSE bone strengthener that increases balance for when they are learning to walk.

n  Baby food for a world that becomes super organic. When the container is empty and the air begins to hit it, it slowly disintegrates.

n  Baby food that is in bite sized bits that can dissolve faster. Less mess than food now. n  Baby food in a foam pump. Babies will not choke as much.

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Company X Functional Food Ideation Study – Final Report q  H. Next-Generation Functional Food and Related Marketing Insights / Trends (Adults,

Infants, Children) – cont’d.

n  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)

n  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.

n  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.

n  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.

n  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.

n  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.

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q  IV. Issues and Challenges Surrounding the Nutraceuticals/Nutraingredients in Food Products (Adults, Infants, Children)

n  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.

n  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.

n  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.

n  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.

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q  IV. Issues and Challenges Surrounding the Nutraceuticals/Nutraingredients in Food Products (Adults, Infants, Children) – cont’d.

n  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.

n  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.

n  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.

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Company X Functional Food Ideation Study – Final Report q  IV. Issues and Challenges Surrounding the Nutraceuticals/Nutraingredients in Food

Products (Adults, Infants, Children) – Cont’d.

n  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.

n  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.

n  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)

n  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

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n  Drivers n  Recommendations

n - Kids not eating enough fish and eggs, which can result in deficiencies in omega 3, choline and other important vitamins and minerals n - 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.

n -Develop smaller, convenient portions of food products specifically designed and packaged for infants and children.

n -Develop food products which specifically address rising protein deficiencies in children.

n - 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)

n - Growing trend (US, Canada, UK) in demand for eating more locally grown food, organic, and whole grain food sources n - Growing demand for more fresh food, minimal food processing n - Growing demand for simpler, processed food products.

n -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.

n - Children are fed on the go, consequently diets are not balanced (e.g. not eating enough eggs, protein, fruits, milk, and vegetables.) n -Eating behavior trends show children rely more on high calorie snack foods, while practicing junk food grazing during the day

n -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.

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n  -Consensus growing over concern of highly processed children’s foods. n  -Domestic and international government and community wellness and nutrition policies continue to grow.

n  -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. n  -This trend is also finding that children and adults are confused more than ever as to what constitutes a healthy diet. n  - Here in the US and internationally, functional foods have suffered from a lack of credibility due to misleading nutritional claims by various food manufacturers. n  -New food pyramid needs an advanced degree to understand it, causing a huge problem in what constitutes a healthy diet in the general public

n - 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. n 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.

n  -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.



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n -According to UNICEF, a global average of 16 per cent of children under five suffer from acute respiratory infections. n -Probiotics may reduce cold and flu symptoms for children n  -Personalized medicine/nutraceuticals slated to materialize over the next decade. n 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.

n - 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. n  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.

n  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.

n 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.

n 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.)



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n  American children today are increasingly unhealthy at earlier ages, because: n  Too many do not eat properly, do not exercise enough, and are overweight. n  Childhood obesity and diabetes are increasingly prevalent. n  Childhood obesity and diabetes can lead to adult disease. n  Parents are not aware of addressing metobolic (metabolism) issue that surround good food and eating practices.

n  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 n  Games for physical health n  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. n  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.



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n  Trends toward buying fresher, healthier and more localized processed foods, growing.

n  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.

n  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. n  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.

Company X Functional Food Ideation Study – Final Report VI. Evolutionary, Revolutionary and Disruptive Opportunities

Evolutionary

n  Choline n  Locally-grown Food Positioning n  M-Health Implementation

q  OIM’s : Mom’s Natural Affinity Group

q  Closed innovative network q  Twitter/ Facebook Social Nets

n  Whole plant compounds n  Omega 3 n  Dental health n  Polyphenol antioxidants n  Carotenoids n  Anthocyanins n  Luetin

n  No. 3 Fatty acids q  (Synaptic plasticity-

neurodevelopment

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n  Bioactive Compounds

q  Regulate glycemic index q  Hunger, satiety hormones q  Colonic-systemic oxidative

stress, and fat accumulation

n  Fiber antioxidants

n  Epi Genetics

n  Nano Clusters n  Nano Chemicals

n  Genetic predisposition for target indications

Disruptive Revolutionary

Company X Functional Food Ideation Study – Final Report VI. Evolutionary, Revolutionary and Disruptive Opportunities – cont’d.

Evolutionary

n  Glucosamine/Chondroitin

n  Develop food processes which address rising protein deficiencies

n  Phytosterols (also called plant

sterols; reduces cholesterol absorption in intestines)

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n  Designer Flavors

n  Functional Food Icon Standard

n  Ethnographic and acculturation Infant Formula Segmentation

n  Product Micelle (carrier optimization) – (e.g. Leverage absorption properties of micellar lipid metabolites to help fight cholesterol.)

n  Nano cluster delivery systems

n  Personalized medical nanotechnology (e.g. Molecular or cellular specific-targeted delivery systems may find applications in individualized food consumption to ensure optimal health.)

n  Liposomal encapsulation technology

n  Curcuminoids (e.g. antioxidant, anti-inflammatory activities)

n  Solid lipid nanospheres (SLN’s) n  Nano-sized self –structured

liquids


Company X Functional Food Ideation Study – Final Report VI. Evolutionary, Revolutionary and Disruptive Opportunities – cont’d.

Evolutionary

n  Flax seed n  Iron

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n  Anthocyaninins - Anti-inflammatory

n  Complex Glycolipids

n  Foam pump delivery

n  Predictive and preventative medicine q  Intersects with infant

formulations n  Bone strength (LBM-HMB type

design)

n  Bio-compounds to fight immune system diseases

n  Anti-aging /cosmeceutical factor

n  Microencapsulation

n  Personalized medicine – genetic control

n  Skin regeneration formulas/pharmaceuticals

n  3-D Printing food machine


Functional Food Innovation 2020

Presentations & Public Speaking