People want healthy food- but only with little thinking

Functional ingredients in breads complicates message to consumers, research finds

A study shows how the inclusion of functional ingredients affects consumer attitudes towards bread. The researchers reported that whilst consumers are willing to pay for breads with clear direct health benefits—such as whole grains—functional ingredients with less obvious health benefits—such as prebiotics—are less attractive.

The study, published in Food Policy, presents the results of a choice experiment conducted to examine how the inclusion of functional ingredients affects consumer attitudes towards bread.The researchers reported that whilst consumers are willing to pay for breads with clear direct health benefits—such as whole grains—functional ingredients with less obvious health benefits—such as prebiotics—are less attractive.

“Bread consumers consider, the type of flour used for the production of bread

continues at:
www dot myhealthytown dot com / forum