Whatever Happened to Just Regular Old Food?
From mushroom coffee to adaptogenic water, functional foods are taking over grocery stores. This article explores the science, skepticism, and supply chain of t
By Foodie Pundit Newsroom - Published - Updated - Section: Grocery Cpg
Key points
- The mainstreaming of functional foods is turning grocery shopping into a complex research task, increasing cognitive load on consumers.
- High-profit margins are incentivizing CPG giants to 'functionalize' everyday items like coffee and olive oil, often with health claims that outpace scientific evidence.
- Complex global supply chains for niche botanicals are vulnerable to disruption, quality control issues, and fraud.
- Regulatory gaps allow for vague 'wellness' marketing, leaving consumers to navigate health claims with little independent verification.
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