Pharma food: Food that tastes good and contains health agents — apple juice spiked with a laxative, anyone? — will take off.

In many areas of the UK food industry there are either statutory restrictions or voluntary codes of practice covering the conduct of advertisers. Infant formulae, confectionery, alcoholic products, health and "pharma" foods all have tough restrictions on advertising.

It is hoped that once these substances are well understood, they can be extracted and then inserted into other foods. Such future foodsare termed variously as "designer foods," "prescriptive foods," "pharma foods," "medicinal foods," "neutraceutical foods," or "physiologically functional foods."