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American consumers are rejecting processed and functional foods and embracing whole foods – and industry needs to react with innovative formulation, according to a presentation at the recent Nutracon conference.

Speaking at the Nutracon conference in Anaheim, California last month, CEO and president of Blue Pacific Flavors Donald Wilkes said that the future of food formulation lies in clean labels and nutritious, whole food ingredients. Wilkes predicts that concern about food from farm to table will intensify, as part of what he calls ‘the whole foods movement’. And he suggested that with an increased interest in whole foods and whole ingredients, the supplements industry could also find itself in a difficult position.

“The processed food industry, and anything that has a functional ingredient, is under question from consumers right now, and it’s not going away; it’s only going to get bigger,” Wilkes said. ” I think today is the age of the unthinkable for the processed food industry, unless the industry reacts.”

Think simple

He urged food manufacturers to move toward simpler products, and to communicate health benefits of foods and supplements within the context of a whole-food based, balanced diet, and an exercise regime.