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Nutraceuticals

In: Brand Medicine

Author

Listed:
  • Hugo Ehrnreich

    (Datamonitor Consumer Markets Practice Area)

Abstract

Ever since the emergence of terms such as ‘nutraceuticals’, ‘food as medicine’ and ‘functional foods’, the food and pharmaceutical industries have been mesmerized by the promise of lucrative premium branded revenues on the boundary between their respective industries. However, finding the right formula for turning this vision into reality is proving a difficult task. Indeed, although individual cases of success such as Yakult can be found, the results from the bulk of the first major initiatives in this sector have been ambiguous at best. A series of high-profile initiatives, such as Raisio/McNeil’s Benecol range of cholestrol-lowering products, have either failed to meet investors’ initial (high) expectations or, like the Kellogg Company’s Ensemble range, have been withdrawn following a lack of consumer interest.

Suggested Citation

  • Hugo Ehrnreich, 2001. "Nutraceuticals," Palgrave Macmillan Books, in: Tom Blackett & Rebecca Robins (ed.), Brand Medicine, chapter 0, pages 255-273, Palgrave Macmillan.
  • Handle: RePEc:pal:palchp:978-0-230-52251-0_17
    DOI: 10.1057/9780230522510_17
    as

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