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Immunity Is the New Buzzword in Food

Specialty Food Association

In the COVID-19 era, foods making immune-system claims are on the rise, reports the Wall Street Journal.

Marketers launched 383 food and beverage products with immune-health claims during the first half of 2021, compared to 326 during the same period last year, according to market research firm Innova Market Insights. The full-year 2020 total represents a 31 percent increase from the prior year.

Immune-boosting claims are being touted by a range of products, according to the report, which cited as an example Good Crisp Co., which launched cheddar cheese balls with an ingredient that “helps strengthen the immune system and enhances its key functions,” according to its label.

"Immunity comes up in nearly every conversation I have with clients,” said Lu Ann Williams, director of innovation for Innova. “We are afraid to get sick. American healthcare is very messy. Consumers are looking for a cheaper alternative that brings some type of silver bullet.” Full Story (Subscription Required)

Related: Category Spotlight: A Mixed Bag in Salty Snacks; FDA Issues Final Guidance for Sodium Reduction.