Functional foods dominate producers' strategies, according to Anna Ibbotson, Food Programme Manager with Frost & Sullivan , the UK-based international marketing consulting firm. Ibbotson explains that "Activity within the food industry continues to focus upon the functional food sectors with the launch and development of numerous functional ingredients and products during 2001." Large food and beverage companies through in-house R&D, relationships with ingredients manufacturers or acquisition strategy are increasing their product portfolios to incorporate functional products in a bid to maintain market share and margins, "in an ever price conscious and competitive market."