Functional Foods Come of Age

by Diane Lofshult

Functional foods continue to be all the rage these days. According to Datamonitor, an industry watchdog group, the functional food market in the United States has already reached $19 billion in retail sales—and that number is expected to grow. The FDA defines functional foods as foods and food components that provide a health benefit beyond basic nutrition.

Here’s a snapshot of some of the latest functional foods to hit store shelves this year, according to the February issue of Tufts University Health & Nutrition Letter:

Choc-Omega—Belgian chocolate boasting heart-healthy omega-3 fatty acids, made by Dynamic Chocolates

Flat Earth Chips—baked chips made from fruits and vegetables and fortified with vitamins, according to product manufacturer Frito-Lay

SoBe Life Water—flavored water fortified with vitamins C, E, B₃, B₅, B₆ and B₁₂, from a Pepsi subsidiary

Pure Beauty—a candy strip containing skin-healthy ingredients, such as collagen, ceramide and hyaluronic acid

Adora Milk and Dark Chocolate Calcium Supplements—supplements that combine candy with calcium to boost mineral levels