Bread, baked goods and breakfast cereals are increasingly stepping into the functional food arena, with consumers increasing leaning towards more nutritious products even in the staple food categories.
Indeed, bakery and cereals account for almost 23 per cent of the global functional foods market with sales worth $5.5bn between 2006 and 2010, notes market analyst Leatherhead.
Ingredients incorporated into bread and breakfast cereals in the past few years include omega-3, plant sterols, oat bran, vitamins, antioxidants and superfruits.
We ask what are the opportunities for future innovation in staple food fortification.
Market Intelligence Manager