date:Jun 20, 2014
Relying too much on a health benefit to differentiate a new food or beverage is the most common reason for failure in functional foods and beverages, according to a new report from New Nutrition Business.
Surprisingly often, companies make the health benefit the sole point of difference for the product, undervaluing key factors such as convenience. When a product is essentially a me-too, with a health benefit attached, its inviting failure, said Julian Mellentin, director of New Nutrition Busin