Food and health

The market for functional food – clearly defined and strictly regulated
in Scandinavia – is expanding as a direct result of consumers'
increasing awareness of the need for a healthy diet. The enhanced
production processes needed to produce functional food on a large-scale
basis are already well established in the Øresund Region. As is the
special marketing expertise required for commercial success. In other
words, Øresund has everything it takes to make an excellent launch pad
for functional foods.

Healthier food is the most important trend in Europe, having a huge
impact on new product development.
The driving forces are:

*       Consumers' interest in food that makes them feel better and keeps
them healthy
*       Public interest in the prevention of food-related welfare diseases
such as heart diseases, diabetes, obesity, digestive tract health,
cancer and osteoporosis
*       The food industry is moving to more knowledge-based products with
added value
*       Scientific research results within nutrition, biotechnology and
medicine

The area of food and health is of particular interest in the Öresund
Region. Functional food products are developed and produced within
dairy produce, spreads, bread, breakfast cereals, ice cream,
confectionery, and beverages to name but a few. Research and
development is conducted through the entire food chain including plant
breeding.

Food and Health research is a focus area in the Øresund Food Network
with regulatory issues attracting special interest. A pioneering Code
of Practice has been adapted in the last decade to give possibilities
to use product specific health claims in the labelling and marketing of
functional foods. This regulatory system has attracted significant
international attention and is expected to set the standards for EU
harmonisation in this field. See www.snf.ideon.se.