While food processors, food ingredient and biotechnology companies invest millions of dollars in researching new health-promoting products, it is in fact everyday foodstuffs like whole-grains, soy, tomatoes and fruit juices which are leading and re-defining food and health marketing and business strategies. Michael Heasman and Julian Mellentin of the Centre for Food & Health Studies have written a book describing the business strategy, marketing and policy issues that are driving international markets for functional foods. Here they offer just-food.com readers an exclusive insight.