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As consumers reach for new heights of physical and mental health and function, an evolved market of supercharged health food and drink is taking center stage. This new generation of quasi-medicinal snacks is pushing the boundaries of health benefits as well as taste, texture, and the eating experience.
This report explores the rise of a new generation of supercharged health foods: creative supplements and nutraceuticals that deliver on both function and flavour. As vitamins and wellness products integrate deeper into everyday routines, brands are competing not just on health benefits, but on taste, texture, and the overall eating experience. Brands must walk a fine line between bold health claims and misleading ones — a tension that is becoming increasingly hard to ignore.
