Knowledge is power. But keeping up with the onslaught of new research is challenging. Like the adage, it can feel like drinking from a fire hose. Another analogy is trying to stay upright while crossing an ice-cold, raging, mountain stream.  In both cases, success depends a great deal on experience and knowing the right approach.
 
When it comes to successful innovation, there are lots of pitfalls. Levering experts is valuable. Professional organizations can help. As a food professional, an investment of less than two full days can help you integrate nutrition science, product formulation and consumer interest into meaningful product concepts. The IFT Wellness 13 conference can be your trifecta for success.

Nutritionally, there is lots of room for food and beverage improvement because so many of us just don’t eat properly. We don’t consume the recommended number of food servings for fruit, vegetables or dairy. We do not follow My Plate. And for most of us, we do not consume recommended amounts of vitamins and nutraceuticals and avoiding enriched or fortified foods only worsens the situation for most. In fact, dropping 1 serving of dairy from our diet daily reduces the average intake of vitamin D (30%), calcium (24%), vitamin A (15%), riboflavin (13%), vitamin B12 (14%) and potassium (9%). That is significant. It also assumes that you are a regular milk drinker. If you aren’t, then the situation is worse. While it may be good for many of us to consume fewer calories, none of us are likely to benefit by decreasing our intake of essential micronutrients.
 
When it comes to health, superior nutrient intakes are linked with better health outcomes, but these foods are more expensive. So marketplace success of new product launches depends upon consumer interest. Come learn about the science needed to make defensible structure/function and health claims. Learn about opportunities to fortify foods and beverages to meet consumer needs and interests.
 
Start thinking outside the box. The results from the Age-Related Eye Disease Study (AREDS 2) will be published this year. Expect to see lots of media touting the role of antioxidants lutein, zeaxanthin, omega 3 fatty acids DHA and EPA, and antioxidants (vitamin C, E, beta-carotene, and zinc) in maintaining visual performance. Learn about consumer interest in visual performance and how it applies to everyone.
 
Don’t be drowned by a flood of information. Be selective. Be in control. Come to Wellness 13. And best of all, as a Wellness 13 Advisory Panel Member, I can offer you a $100 discount on the February 27-28, 2013 registration if you use the Coupon Code McBURNEY.
 
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The ideas and opinions expressed in this article are those of the author and do not necessarily reflect views held by Nutraceuticals World.