Numerous products have been launched in recent years as “functional foods” that have the objective of offering additional health benefits and have been well received by consumers. These food and beverage products have shown a significant worldwide growth.

WILD distinguishes three categories of functional ingredients for which health benefits can be scientifically proven. Classic functionals include vitamins and minerals, new age functionals arise from plant extracts, and soy and Omega 3 are examples of nutraceuticals or true functionals.

WILD calls these nutraceuticals “measurable health” concepts because of their scientifically measurable health benefits. Some examples include phytosterols that lower cholesterol levels and plant extracts that have an immunostimulant effect.

Product-related information is part of a standardized Europe-wide scientific assessment and validation of claims that is legally required by the EU Health Claims Regulation. Using scientific studies on health benefits or carrying out these studies independently is necessary for the marketing of innovative concepts.

In 2000, WILD was one of the first companies in the nutrition industry to begin developing and testing the effectiveness of these products scientifically under the “measurable health” title.