ABSTRACT
The Healthful Company is not just about individual products or ingredients, it is about a way of being, and of going about business. In the 1970s nutrition and health appear to have been a limited part of food advertising. The functional foods revolution is taking the promotion of nutrition and health to new heights. The central premise of the functional foods revolution, that is the production and promotion of foods and beverages with health benefits, once again focuses the spotlight on the role of food and diet in public health policy. Food, including functional food, should be marketed as something enjoyable that contributes to health and life, not marketed on fear of illness, such as heart disease. Suzi Leather, now deputy chair of the newly formed Food Standards Agency, uses the graphic phrase 'the making of modern malnutrition' in detailing an overview of food poverty in the UK.
