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from heart-friendly margarines to sugary cereals that strengthen bones, once-demonized foods are being spiked with nutrients to give them a healthier glow — and consumers are biting, even on some that are little more than dressed-up junk food.a report released thursday finds that even in a weak economy, people will pay a premium for products seen as preventing a health problem or providing a good alternative to sodas and empty-calorie snacks.

the new product pipeline's of ingredient companies have been bountiful this year. in the first of two round-ups on new ingredients that have become available for food manufacturers this year, foodnavigator.com highlights launches of carbohydrates and fibres, cultures, enzymes, and fats and oils. carbohydrates and fibres french firm colloides naturels international launched a new 'nutritional texturiser' combining acacia gum fibres and wheat which it claims is both highly functional and nutritious.

convinced that the principal growth area for dairy lies in nutraceuticals and that value-added functional foods will shift from a premium niche to a mainstream category, irish dairy giant glanbia is investing heavily in technological innovation, reports functionalfood wire. the demand for functional food - foods with enhanced health properties or nutritional benefits - mushroomed during the 1990s to the extent that irish consumers now look for a healthy option in virtually every food category, according to glanbia.

nutraingredients examines the omega-3 marketplace in the final instalment of a series that has scanned the scientific, regulatory and supply issues surrounding an ingredient that would appear to have everything. estimations vary as widely as the analysis, depending on which researcher or pundit you speak to, but omega-3 is unlikely to fade far from the public or business imagination because it has a sound grounding that is not possessed by all functional offerings: solid and voluminous scientific backing for health benefits ranging from heart and brain health to maternal and infant health, skin, joint and immune health and more a high level of public awareness and acceptance formulation diversity that means most foods and beverages are available for fortification with these facts banked, omega-3 has boomed and suppliers report buoyant sales to supplement manufacturers, food and beverage makers.

the rise in health and wellness, a 'sea of change' in the food industry, is creating challenges for formulators, but hydrocolloid companies can offer solutions, says cp kelco. "we see health and wellness creeping in to every aspect of the food industry," dr. steve bodicoat, marketing and innovations director for cp kelco, told foodnavigator.com at the recent fie in london.

the market for "low and light" products continued to grow in 2006, but some consumers have started to opt instead for probiotic and wholegrain foods, according to research published by leatherhead food international. concerns about weight and health continued to drive the market for low and light foods last year, but interest in functional foods kept the market's growth rate to a steady 2-3 per cent compared to 2002.

flavour industry innovators are seeking inspiration from ever more exotic superfruits like lula and camu camu, in a bid to both harness their healthy reputation and present new offerings to counter consumers' organoleptic boredom. the term 'superfruit' refers to any fruit that has a particularly high antioxidant content or is packed full of other beneficial nutrients.

us food company kraft foods has a recipe for financial growth that is feeding wall street\'s appetite, reuters reports. according to the recent report, kraft is attempting to outsmart the slow-growing food sector with breakneck innovation. the company is not only transforming old brands, such as oreo cookies and macaroni & cheese, but it is also adding new products to its portfolio that emphasise convenience, portability and health.

the united states market for functional foods and beverages is currently worth more than $11 billion (€12.33bn) but trying to establish the size of markets for health-enhancing foods can be a gamble, claims a new report from uk research company new nutrition business. the report, strategies in functional foods & beverages 2002: the hottest topics , says that estimates by market analysts of the size of the market for functional foods and beverages can vary by more than a factor of 10.