Functional foods are one of the hottest and fastest growing areas of the food industry, Krieger says. Nutritionists, food scientists, food marketers and others have been looking into how today's traditional foods may open the doors to a healthier tomorrow. Krieger talked specifically about some fortified juices and cereals, and new butter-flavored spreads that reportedly lower cholesterol. Spreads like Benecol, which taste like and can be used in the place of butter, contain an ingredient that has been shown to reduce cholesterol levels in the bloodstream. Krieger says they work by blocking the absorption of cholesterol in the body.
Cereals are often fortified.
Quaker Toasted Oatmeal Cereal, for instance, is one which is fortified with folic acid. Folic acid has been shown to prevent birth defects, and the Quaker cereal has 100 percent of the daily value recommended for pregnant women, Krieger says. Some other cereals include herbs whose benefits are not as clearly defined. Krieger points to Mango Passion Crisp Cereal, which is fortified with the herbs St. John's Wort and Kava. St. John's Wort is essentially an antidepressant, she says, while Kava has sedative effects.