Consumers have long been trained to buy fortified foods, because of a strong belief in the virtue of getting extra of basic vitamins and minerals (e.g., vitamin C, folic acid, vitamin A and D). Fortified foods are the cultural foundation on which functional food marketing builds a new generation of value-added healthy food and beverage products. What has changed from a consumer perspective is that: The list of potentially healthy ingredients/nutrients is changing rapidly — almost on an annual basis and a broader array of functional benefits are being marketed.