How the rise of functional foods could create future brand heroes

Daniel Dumoulin

This paper hypothesizes that future consumers will increasingly trust brands as support systems like the National Health Service leave them to their own devices.

How the rise of functional foods could create future brand heroes

Daniel Dumoulin

'Let food be thy medicine and medicine be thy food', said Hippocrates way back when, but this philosophy may be just as relevant today as it was in 500 BC. The power of messaging, in all its forms, is more key to the fast-moving developments of the 21st century than it has ever been; particularly when it comes to the billion-dollar and emotive business that is the food industry.

Where advertising once took the messaging high ground within virtually every brand sector, we are all aware of...

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