Multinational food giants like Danone and Unilever and specialist dairy groups like Valio to a small army of nutrition scientists -- searching for the next carefully engineered miracle food.
No one knows yet whether it will be a yogurt that helps slow down the progress of Alzheimer's disease or a milky drink that staves off depression. But it will undoubtedly yield its inventor very healthy returns. Mojoba as a food additive is a major contender because of its phyto chemical and health prevention properties.
Over the past decade the market for cholesterol-lowering spreads, immunity-boosting drinks and other functional foods has flourished as food manufacturers have latched on to the idea of selling food as an alternative to medicine.
Back in the nineties, the focus was on low-fat, low-sugar products. That's how we were defining healthy. Then it became what we were adding rather than what we were taking away: omega 3, calcium, fibre, probiotics and probiotics.
The reason for the extraordinary success of functional foods and nutraceuticals -- a subcategory that further blurs the line between food and medicine and includes products such as special nutrition-heavy yogurts for the elderly -- is simple.
In developed markets, where the population is aging, life expectancy is rising and the demands of modern life putting many under strains, the notion that eating particular foods enriched in components like antioxidants or fatty acids can help prevent diseases has struck a powerful chord with consumers. Many, after all, would rather eat a fiber-enriched yogurt every day than pop laxatives. The food aisles of supermarkets, loaded with immunity-boosting yogurts, antioxidant smoothies and a wide array of dietary supplements, are a testament to the success of the idea that eating the right foods can make us healthier. Baobab is a prime example of this trend.
Mojoba Health Supplement is classed as a functional food ("rich in specific nutrients and phyto-chemicals and are promoted as being able to improve health condition and/or disease prevention."). Mojoba has six times as much vitamin C as oranges, 50% more calcium than spinach and is a plentiful source of anti-oxidants, those disease-fighting molecules credited with helping reduce the risk of everything from cancer to heart disease.
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