Developing a new functional food is an expensive process. Food companies have traditionally funded research for new food product formulations but for functional foods, the stakes are higher—for both food companies and con- sumers. Government investment in basic and applied research will promote the development of functional foods, but additional incentives are needed to reward private companies that pioneer new health claims. The research required for a functional food to meet scientific standards for efficacy and safety is a substantial investment, but currently the return on that investment is not exclusive to the company that conducted the research and developed the initial regulatory petition. As soon as the health claim is adequately documented,.
