General Mills health claim strategy may deliver a knock-out blow to the Novartis business model

摘要

It may surprise some readers, but the future direction of the functional foods revolution may be decided not only by technology, but by the outcome of a war of ideas. Right now, two rival ideas are in contest to decide the future of foods bearing claims for specific health benefits. Whichever one emerges triumphant will shape the future direction of a host of food categories - and the destinies of several companies.