new functional food products can benefit health
reduces chronic diseases and medicine use
is a diet based on individual-specific information
with a dietary approach can make a difference
It was the Greek physician Hippocrates who famously said, ‘Let food be thy medicine, and medicine be thy food.’ Even though he lived several centuries ago, his statement rings just as true today while more and more people are taking control of their health.
‘Food as Medicine’ is becoming a broad sub-sector of food tech that encompasses a wide variety of technologies, spanning from food products with significant health claims to nutrition coaching and monitoring devices, all the way to new functional food products that require clinical testing to show the concrete health benefits.
The rise of ultra-processed foods is one of the drivers of healthier food solutions - with even plant-based options sometimes listing a complicated and lengthy list of ingredients.
Consequently, consumers are increasingly seeking holistic, affordable solutions to their health problems and dietary concerns. For brands delivering healthier food solutions, there’s a lot to gain – but still plenty of hurdles to jump as well.
There are several benefits and gains that come from healthier food solutions. One of them being: disease management. Medical nutrition therapy is a part of evidence-based health practice that uses diet and food to support the treatment of diseases, and it is a clear demonstration of the role that diet and food play in managing chronic diseases.
Using healthier food solutions could also conceivably reduce healthcare costs by potentially reducing disease severity through better lab work, fewer medications, and fewer hospitalizations. Lower costs and the wider availability of medical technology overall, is also making personalized food as medicine more accessible, with tailored care for everyone.
The trend for Healthier Food Solutions has the potential to significantly improve lives, and perhaps even save them. App developers and entrepreneurs in the space who integrate collaboration and take a joined-up approach will win plaudits from both individuals and the healthcare industry.
One of our Brave New Partners Horizon joined forces with Clear - which help users manage their diabetes, improving the health of users and allowing patients to monitor their health 24/7. Though no substitute for professional care, healthier food solutions like these can make a genuine difference. It is also said that companies in the space who put integration, convenience and mass market pricing at the top of the agenda will be most successful.