Fit Fare

Visit your local convenience store, and you’ll see candy fortified with calcium and vitamin C sitting amongst Snickers bars. Cruise down your grocer’s drink aisle, and you’ll see ordinary tea and water now equipped with Echinacea and St. John’s Wort. Peek down the dairy aisle, and you’ll see yogurt fortified with vitamin D. There’s no escape. Lately, every vitamin, mineral and herb has a shortcut. But are these shortcuts safe and effective or just another marketing gimmick? Today, functional foods account for 36 percent of the $48 billion nutrition industry.

Despite the popularity, as much as 72 percent of Americans have never heard of the term “functional foods.” And many assume the term means either the food provides energy or the food is good for you. No official definition or category exists. The International Food Information Council defines functional foods as foods providing health benefits beyond basic nutrition. Whole foods and fortified foods fit into this definition. The Institute of Medicine’s Food and Nutrition Board has a narrower definition, defining functional foods as any potentially beneficial food or ingredient providing health benefits beyond the traditional nutrients it contains.

Regardless of the lack of familiarity, in the past decade, the introduction of new functional foods has exploded. Nevertheless, functional foods are hardly a new concept. People have been consuming these foods in their natural state essentially forever. Only at the turn of the century have we turned to fortification to enhance the benefits of foods and beverages.

Arguably, the first “functional food” was iodized salt. In 1924, the Michigan State Medical Society enlisted the assistance of salt manufacturers, launching a campaign to combat iodine deficiency in the United States, due to the link between the iodine deficiency and goiters as well as mental retardation. Salt manufacturers gave consumers a choice between iodized and non-iodized salt. Thanks to fortified salt and an influential PR campaign, that important modification eradicated iodine deficiency in the United States. Following the success of iodized salt, in the early 1930s cow’s milk also became fortified with vitamin D, a nutrient essential to deposit calcium and phosphorous into our bones, averting vitamin D deficiency also known as rickets.

Why now?

If functional foods existed for over seven decades, why are they becoming popular now? With the aging population, the information age and more research showing the connection between good nutrition and good health, shoppers are more health savvy. “People are becoming more educated and are taking health issues into their own hands,” says Phil W. Harvey Ph.D., chief science officer at the National Nutritional Foods Association. “They’re looking for traditional foods that have added active ingredients that may be beneficial to how they feel or how to deal with chronic illnesses.”

What’s more, the rising cost of healthcare contributes. Consumers are turning to self-care and prevention as a way to reduce expensive medical care. “It’s far better to prevent sickness than to pay a lot of money to be hospitalized,” explains Aninditta Savitry, a research analyst for Frost & Sullivan. “That’s also a factor in the increased popularity of functional foods.”

Another contributing factor: Americans are addicted to convenience food. “We tend to be self-indulgent,” explains Kim Jordan, R.D., C.N.S.D., corporate dietitian for Albertson’s Inc. “We need stuff to taste good. Not only does it need to taste good, it needs to be ready to eat.”

Why choose functional?
They’re practical but are they beneficial? When consumed as a part of a well-balanced diet, fortified foods do improve nutritional status. For instance, “people who eat fortified breakfast cereals have been found to have lower body weight, reduced risk for heart disease and more energy to get through the day. There is evidence that shows some of these fortified foods are very beneficial,” states Cathy Kapica, Ph.D., R.D., director of nutrition education for Quaker Foods and Beverages.

Fortified foods also benefit consumers at risk of deficiencies, mainly women, vegetarians, extreme athletes and baby boomers who are less likely to acquire their daily nutrients from diet alone. Three of the biggest challenges facing those populations are obtaining enough fiber, iron and calcium.

Other consumers find solace in choosing functional foods, particularly women like Hilary Evans of Fort Dodge, Iowa, who are at risk of certain diseases. “I buy calcium-fortified orange juice because osteoporosis runs in my family,” says Evans. “I figure the more protection the better.”

Buyer beware

Are enhanced foods worth it? Perhaps. However, if you think vitamin-enhanced foods and beverages are super foods, able to cure all diet maladies with a single bite, you might be disappointed. Instead of promoting balanced and varied diets, functional foods steer some away. Consumers get a false sense of security. Some may believe eating glorified junk food with a few added nutrients actually enhances the diet while others may believe that eating functional foods allows them to omit other foods from the diet.

In fact, nutrients are best consumed from their natural sources. Scientists haven’t discovered the majority of co-factors and phytochemicals in fruits and vegetables. For many years, explains Kapica, the most important thing about tomatoes was the vitamin C content. Some consumers would pop a vitamin C pill instead of eating tomatoes. Then 10 years ago, scientists identified Iycopene, a potent phytochemical found in the pigment of tomatoes. During those 10 years, the consumers who replaced tomatoes with vitamin C supplements missed that benefit. Nutrition is an evolving science. It’s a poor decision to omit any particular group of food.

Another concern involves herbs. Unlike vitamins, herbs don’t require the amount to be stated on the label. Because of this, the amount available in foods and drinks may vary from not enough to too much. Furthermore, many herbal remedies lack sufficient evidence to back up claims of helpfulness. And many herbs have potentially dangerous side effects and interactions. For example, drinks fortified with kava kava, which is supposed to promote relaxation, might be safe alone. However, when combined with certain prescription medications and/or alcohol, it could result in adverse reactions such as extreme drowsiness, coma or death.

Misleading food labels are also a concern. The FDA does strictly regulate health claims on labels. Unfortunately, loopholes exist. Some manufacturers place general statements about the function and structure of the added ingredients. For instance, a fortified drink mix with calcium and vitamin D may contain a functional statement stating. “Helps build strong bones.” Adding to the confusion, the names of some products are designed to deceive you by implying benefits.

Don’t be deceived by implied benefits - practice awareness. The next time you visit your grocer and pick up the latest functional craze, check the label. Keep in mind: too much of a good thing is wasteful. You shouldn’t depend on foods fortified 100 percent of the RDA to meet daily needs. The body can’t absorb large amounts of nutrients at one time and what can’t be absorbed is excreted. Your body needs nutrients throughout the day, preferably with each meal. Look for a reasonable amount of fortification - about 30 percent of the daily requirement, explains Kapica.

If these enhanced foods do make their way into your pantry, use them as an enhancement rather than a replacement. No substitution exists for a varied and well-balanced diet. If you’re truly concerned about adequateness with your diet, consult a registered dietitian or physician for a proper diagnosis and treatment. For more information about functional foods, visit the American Dietetic Association at www.eatright.org. Or visit the International Food Information Council Foundation at www.ific.org.