Functional foods contain natural health benefits such as the antioxidants found in blueberries. Fortified foods are those that are enriched with something, such as pastas with added calcium and vitamins.
The research looked at both functional and fortified foods and how they relate to healthy eating. While people have a strong desire to eat healthy, the report details all the barriers and concerns they have, both overall, and as it pertains to functional and fortified foods. What surfaced as a result are major opportunities for growers, manufacturers and retailers to empower consumers and ease their concerns.