ON THE BORDERLINE OF FOOD AND DRUG: Constructing Credibility and Markets for a Functional Food Product

摘要

This article addresses the subject matter of functional foods by analysing commercialization and marketing of a functional food product. Functional food is an evolving hybrid concept: certain substances in a food product are claimed to have health-promoting or disease-preventing qualities (e.g. Best, 1996). Consequently, functional food advertises a food product with medical qualities, which evokes various debates and difficulties in its definition from the point of view of the medical community, regulatory authorities, food industry and consumers.