Organic food brands should not be afraid of using claims to market their products, as a new study suggests the two concepts are not as incompatible as the industr may fear.

The study, published in Food Quality and Preference, looked at whether consumers are deterred from buying organic foods with health claims ont he packaging because of a general consensus that functional food is derived from technology-based enhancement, so is not „natural”.

In addition consumers may think of functional foods as coming from large multinational companies, meaning they might reject functional food as being a non-natural, technical and less holistic approach to healthiness, says the study.

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