I like to keep most of my writing pretty positive and inspiring but this information on functional foods is just itching to come out. So here goes!
Wonder bread with DHA.
Yogurts with “patented” strains of probiotic bacteria.
Orange juice with omega-3s.
The list goes on and on.
These are example of functional foods.
According to Wikipedia…
“Functional food is any healthy or fictional food claimed to have a health-promoting or disease-preventing property beyond the basic function of supplying nutrients. The general category of functional foods includes processed food or foods fortified with health-promoting additives, like “vitamin-enriched” products. Fermented foods with live cultures are considered as functional foods with probiotic benefits.“
The irony is that functional foods are not really functional.
Unlike functional exercise, which trains your body according to everyday (or sporting) demands placed upon it – a good thing – functional food, more than anything, plays on the naivety of most consumers.
You would think that the addition of a healthy additive would enhance the quality of a particular food but the reality is that anytime you play “chemist” with a whole food, you inherently make it less than it already was.
But most people, even the big food conglomerates, know that you can’t really make a natural food better than it already is. Plus, there’s no money in produce.
However, manufactured foods like white bread and other man-made foods, which are bad enough to begin with, have greater profit potential…if only more people would eat them.
And that’s where food manufacturers have jumped on the health bandwagon making believe that adding ONE healthy element to such foods will wipe the slate clean.
Nice try!
The tricky part is that functional food products typically include health claims on their label touting their benefits: for example: “Cereal is a significant source of fiber. Studies have shown that an increased amount of fiber in one’s diet can decrease the risk of certain types of cancer in individuals.”
Such a statement can make you associate the “product” with the desired benefit. Very clever indeed.
Some countries, such as Canada, Sweden, and the United States, have specific laws concerning the labeling of such products. In the United States, the kinds of claims which are allowed are overseen and regulated by the Food and Drug Administration (FDA).
However, some claims will fall outside of the purview of the FDA and be accompanied by the disclaimer: “These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.”
Such a disclaimer typically accompanies supplements rather than foods, but since the definition of functional food is still evolving and somewhat amorphous, a functional food may find itself bearing the warning.
A Marketplace This Promising is Scary!
It is estimated that the global market of functional food industry will reach 176.7 billion in 2013 with a compound annual growth rate of 7.4%. Specifically, the functional food sector will grow by 6.9%, the supplement sector will rise by 3.8% and the functional beverage sector will be the fastest growing segment at 10.8% (stats from BCC Research).
Just take a look at energy drinks for a moment.
The other week, I noticed a friend drinking “Rockstar” (a popular energy drink) so I asked to see the label. Other than the about the same amount of caffeine found in espresso, this beverage also contained several “healthy” additives such as B vitamins and guarana – both of which are known to increase your energy – at least in the short term.
And with more and more kids and teenagers chugging back these drinks, it’s no wonder this market is exploding.
You Can’t Get More Functional Than Real
Perhaps the term “functional food” needs to be redefined???
In my mind, functional refers to the body’s ability to recognize (and thus metabolize) any given food. Fortifying already processed foods that our bodies have no idea what to do with will do little good for our health.
So, if you want a functional food, eat real food. Eat an apple. Enjoy a banana. How much more functional can you get.
If you want omega-3 fatty acids, eat fish or some walnuts. Don’t subject yourself or your kids to bread that has no nutrient value other than the supposed added health ingredient.
And even then, deconstructing foods is a surefire way to lose even more nutrient value. That’s one of the reasons that whole foods will always be more beneficial than supplements.
For example, taking vitamin C powder is not as effective as getting vitamin C from fruit (or any other food).
The reason is because natural foods are full of phytonutrients and other nutrients that act synergistically to assist the digestion and absorption of ALL the nutrients in that food.
So there you have it.
If you’ve fallen prey to tricky food marketing campaigns (and there are tons of them), then don’t worry. At least now, you know the truth and can make wiser choices.
As I mention in my book, Eating for Energy…
“Avoid any food that is advertised on TV.”
After all, when was the last time you saw an ad for leafy greens???
=> What are your thoughts on this subject? Care to share any foods you think are “functional”?
25 Comments
I agree with most of what you said, Yuri, but I have to take to task yogurt. I was not a big fan of yogurt for a very long time.
This next statement will sound out of context, but it has to do with yogurt. I had a very painful “flesh eating” (my words) “fungus” between my toes for years. I used athlete’s foot (Lamisil)treatment on it twice a day. It would sometimes alleviate the rash, but it never went away, and by the next morning, the rash would be back full force and painful.
My sister got me back into yogurt, and after consuming a yogurt a day, in about 3 days the “athlete’s foot” completely, and i mean COMPLETELY went away. If I go a few days w/o yogurt, it comes back. I haven’t found anything else that does a thorough job like yogurt does. I know it has some kind of yeast fighting chemical or whatever in it.
Very interesting Rachel. I’m sure it was the probiotics in the yogurt that did the trick.
I experienced a similar problem, I took a dessert spoonful of Coliodal silver everyday for a week & also sprayed it between my toes, worked a wonder. A good old fashion remedy, is also great for thrust.
Another great article Yuri – good, common sense and objectively delivered fact.
As someone who wworks in fair trade fresh produce I’ve been eating well for several years now (and can also confirm your observation that “there’s no money in it” !!) but even with a pretty smart approach to food I can’t kick bread! Its everywhere & with a young family, its difficult to kick it.
So when I’m running late & want a quick breakfast – 2 slices of toast. When the kids want a quick snack ahead or after a country walk or a trail bike ride – sandwich. If I get in late in the day and don’t want to eat a heavy (ha!) meal after 1030pm, but know that I’ll struggle to sleep without something- toast or a sandwich tend to be the staple choices borne of habit & convenience.
So Yuri; Help!
What can I stock that is both convenient & satisfying.
Almost immediate & with minimal preperation time?
Fruit isn’t the whole answer on this one as I’ve always got fresh apples, pears, bananas, kiwi, blueberries, raspberries & strawberries around the place & I graze them daily, but in the scenarios I’ve described they just don’t hit the spot for me like my addiction to Vogels bread does.
Double Help!!
Hoping that this is one club (sandwich) you can convince me to unsubscribe from.
Jonny.
If you’re hooked on bread at least opt for “sprouted grain” bread. That way it’s a little healthier for you. Otherwise, how about some nuts and seeds or a smoothie?
I’ve had a slightly similar experience with yoghurt as Rachel, only about mouth ulcers which have kept occasionally appearing for over 15 years since I first “contracted” them. If I eat yoghurt daily they hardly ever appear, but as soon as I stop they tend to come back. Still, the yoghurt here seems to function like a medicine rather than a real cure, as it doesn’t remove the root cause. Of course, I eat plain yoghurt without any additives – except for real fruit which I mix in.
And more to the point: I agree all those ‘functional’ foods are bound to do a lot of damage. I personally have often fallen into the trap (and I’m more health-aware than most people), because it sounds so “cool” to have some exotic ‘miracle ingredient’ on the label
. But you’ve made me more aware of this issue and I’ll no longer fall for this type of marketing.
Thanks Yuri, good article. It made me think of the Cheerios commercials that claim you’ll have lower cholesterol just from eating them every day.
Like others have mentioned, I do find benefits from eating plain yogurt, though I don’t put any faith in the patented strains of bacteria out there. My understanding was that the primary difference between the strains was taste, not digestive “performance”.
It has only been in the last 6 months that I have completely gone off funtional foods and have become very aware of what I am putting into my mouth. I really had my eyes opened when I began to see how much food in the grocery store had so many additives and preservatives. I find now that I have been eating only wholefoods/raw foods that my body doesn’t tolerate much of anything that is processed, which is good.
Great article Yuri, I agree with you completely! Thanks for sharing this information.
I am in line with Melissa. Now that I have been eating whole foods and raw, I don’t want to lose the great feeling by eating any processed foods or cooked foods. It is so much easier to maintain a healthy weight when my body knows what to do with the food I eat. As for yogurt – you can use nutritional yeast instead, I use it to make delicious cheesy sauces. Why eat the dairy?
I think a similar problem is when people make food choices based on the nutrition facts of a food product but do not read the ingredient list. I see this all the time with people who are trying to watch their weight. They will have some processed frozen dinner that has just a few grams of fat and only so many calories and so forth and they will eat the meal thinking they are being healthy. In the vending machine at work they place stickers on certain foods that are designated as healthy choices. This is totally based on calorie and fat content and the foods labeled as healthy are some of the worst anyone could choose! When I go shooping at the grocery store and see waht kinds of foods people buy I am shocked! And I see the kids and think oh my god they are being poisioned.
Hi, Yuri thank for all of your info and wisdom. It`s really great to get daily info from you. Quick comment and/ or question; I was reading Jonny Hacket`s comments and how sometimes his schedule gets him running late he`s not sure what to eat. I also had the same problem and have been making myself egg white omelete for late nite craving. They are really low cal. and always seem to stop that evening hunger. Once in a while i`ll throw a few tablespoons of salsa on for taste, egg white only doesn`t have much taste.
Is this ok for a late snack 1-2 hours before bed, maybe this could help Jonny?
Yeah that’s ok as long as it works for you. Funny thing – I had eggs about an hour before going to be a few weeks back and slept like a champ.
Thanks Yuri. Very informative article. sometimes one need to be reminded off the food choices that we make. Delia
Great article Yuri. I have to admit that the food industry pisses me off to no end!
I am reading “The Primal Blueprint” by Mark Sisson right now and it is really opening my eyes to the realities of nutrition.
I am getting a whole bunch of blank pages when I print these pages off . How can this be fixed? I am so very pleased with what you tell us and how do I get your comments on these questions? I have lost 22 ponds on your program and am so pleased.
That’s great Adel. I’m not sure which pages you are referring to? The blog itself?
I am so pleased with your program. Have lost 22 pounds. I get a whole bunch of blank pages when I print off these pages . How can that be fixed? Adel c.
What’s your take on those noni and acai drinks? Noni and acai are very good but how much processing do they undergo when bottling? Some brands claim they use pure and only noni or acai fruit on their product but I still question how much processing is involved.
I’ve never used them but I think it’s important to remember that they will never compensate for a poor diet. Plus, you might be better off spending that money on real fruits and vegetables.
Hi Yuri,
Great article…I will be purchasing your “Eating for Energy” and “….Life” package shortly. I have always done traditional “bodybuilding” type workouts by isolating particular muscle groups and just finished your “How to lose belly fat and get 6 pack abs” video series and recently changed everything about the way I workout and love it. I can’t stop talking about how you are the most real, no BS expert out there and already have several friends interested in learning more from you. I do have some more detailed questions in regards to my current diet (6x/day, small healthy portions, etc.) and was wondering how I should contact you to receive answers to these specific questions?? I also would like to discuss some other, more business related topics with you that I feel may benefit both of us. Please advise on how to contact you directly. In the mean time, thank-you for everything. I look forward to becoming part of the “fitterufitness” team soon.
Thanks a lot Darik. Glad I can you help out. Just shoot an email to me at info(at)totalwellnessconsulting.ca
Thanks again for spreading the word. I appreciate you doing so.
Yuri
Hippocrates said something like “let food be thy medicine, and medicine be thy food” food can be functional but I think it has to be taken in a holistic context of whole food and these processed, fortified foods do not fit the bill.
What do you think of Salba Yuri?
Dee