Functional Foods

TITLE: FUNCTIONAL FOODS 8-00-23 (Three Part Version)

ANCHOR LEAD

THE OLD ADAGE "YOU ARE WHAT YOU EAT" HAS NEVER BEEN MORE TRUE THAN IT IS TODAY. THAT'S BECAUSE OF FUNCTIONAL FOODS…PRODUCTS THAT CONTAIN VITAMINS, MINERALS, HERBS AND OTHER SUPPLEMENTS THAT ARE SUPPOSED TO PREVENT DISEASE AND PROMOTE HEALTH. BUT RECENTLY, THE CENTER FOR SCIENCE IN THE PUBLIC INTEREST-C-S-P-I, CALLED ON THE U.S. FOOD AND DRUG ADMINISTRATION TO STOP THE SALE OF 75 FUNCTIONAL FOODS, BECAUSE THEY SAY THE SAFETY OF MANY OF THEIR INGREDIENTS IS SIMPLY NOT KNOWN. _________ HAS THE STORY.

#1 Length :47

WRAP ONE Length: 11
YOU CAN HAVE YOUR CAKE…AND YOUR MEDICINE, TOO. THAT'S THE IDEA BEHIND FUNCTIONAL FOODS….WITH ADDED INGREDIENTS THAT ARE SUPPOSED TO IMPROVE YOUR HEALTH. SHOPPERS FIND IT CONFUSING.

ACT :Shopper Length :02
"I've never even heard the word before."

WRAP TWO Length :17
CHICKEN BROTH WITH ECHINACEA FOR THE IMMUNE SYSTEM…TEA WITH SAINT JOHN'S WORT FOR MOOD MENDING…BRAIN GUM WITH PHOSPHATIDYL SERINE (fos-fa-ti-dyl seer-een) TO IMPROVE CONCENTRATION… SNACK BARS WITH THE L-ARGININE FOR VASCULAR DISEASE. COLLEEN ZAMMER OF ARTHUR D. LITTLE IS A FOOD SCIENTIST.

ACT :Colleen Zammer, Food Scientist, Arthur D. Little Length :06
"There might be the opportunity to make a chocolate bar that helps to reduce your cholesterol…wouldn't you want to have a product like that?"

WRAP THREE Length:06
STILL, THE C-S-P-I SAYS HERBS ARE MEDICINE AND DON'T BELONG IN FOOD. COMING UP…A MAJOR FOOD COMPANY JUMPS ON THE FUNCTIONAL FOOD BANDWAGON.

#2 Length :41

WRAP FOUR Length:14
MOST MAJOR FOOD BRANDS NOW HAVE FUNCTIONAL FOOD DIVISIONS. THE KELLOGG COMPANY MARKETS FOODS THAT CONTAIN PSYLLIUM. SOPHIA BOBIN WAS PART OF A STUDY SHOWING THAT EATING FOODS WITH PSYLLIUM, A NATURAL FIBER, MAY REDUCE THE RISK OF HEART DISEASE.

ACT :Sophia Bobin,Psyllium Study Participant Length :09
"Instead of taking medication you take something that you eat in the morning…it's the natural way of doing it."

WRAP FIVE Length :05
RESEARCHER DR. MICHAEL DAVIDSON SAYS FUNCTIONAL FOODS ARE GOOD NEWS FOR CONSUMERS.

ACT :Dr. Michael Davidson, M.D., FACCDirector, Chicago Center for Clinical ResearchLength :06
"…It's a major health advance to include foods in our diet that we know can reduce our risk for heart disease."

WRAP SIX Length :06
STILL, SOME ARGUE FUNCTIONAL FOODS CAN ACTUALLY HARM YOUR HEALTH. MORE IN A MOMENT.

#3 Length :1:02

WRAP SEVEN Length :21
ONE PROBLEM CITED WITH FUNCTIONAL FOODS IS THAT IT'S IMPOSSIBLE TO CONTROL HOW MUCH OF THE SUPPLEMENT YOU CONSUME. FOODS WITH ECHINACEA GENERALLY HAVE NO WARNINGS, EVEN THOUGH ECHINACEA SHOULD NOT BE TAKEN FOR LONG PERIODS OR BY PEOPLE WITH COMPROMISED IMMUNE SYSTEMS AND MAY CAUSE ALLERGIC REACTIONS. RESEARCHER DR. GEORGE BLACKBURN SAYS THERE ARE RISKS.

ACT :Dr. George Blackburn, Dir. of the Center for the Study of Nutrition and Medicine, Beth Israel Deaconess Hospital Length :12
"You can overdose if you're taking your favorite botanical in a tea one time, a pill in another and a food in the other way."

NATS :04
Bag opening

WRAP EIGHT Length: 15
EATING CHIPS CONTAINING KAVA KAVA COULD MAKE YOU DROWSY…AND KAVA KAVA MAY INTERFERE WITH CERTAIN PARKINSONS DISEASE DRUGS. THERE HAVE BEEN WARNINGS ABOUT INTERACTIONS BETWEEN ST. JOHN'S WORT AND PROTEASE INHIBITORS, USED TO TREAT HIV. PAULA FAIRFIELD SAYS THE F-D-A'S HANDS ARE OFTEN TIED.

ACT :Paula Fairfield, FDA Length :10
"What we do is wait for reports of serious adverse reactions to them before we can take any kind of action or look at them in any way."

WRAP NINE
Local Talent Wrap

LOCAL ANCHOR LOCKOUT

LAST YEAR, AMERICANS SPENT MORE THAN $16 BILLION DOLLARS ON FUNCTIONAL FOODS AND THAT NUMBER IS EXPECTED TO TRIPLE IN THE NEXT TEN YEARS. TO PROTECT YOUR HEALTH AND YOUR POCKETBOOK, EXPERTS SAY YOU SHOULD ALWAYS CHECK WITH YOUR DOCTOR ABOUT HARMFUL DOSES AND INTERACTIONS BEFORE YOU EAT OR DRINK ANY PRODUCT.

TITLE: FUNCTIONAL FOODS 8-00-23A (Single Part Version)

ANCHOR LEAD

WRAP ONE Length :12
CHICKEN BROTH WITH ECHINACEA FOR THE IMMUNE SYSTEM…TEA WITH SAINT JOHN'S WORT FOR MOOD MENDING… SNACK BARS WITH THE L-ARGININE FOR VASCULAR DISEASE. COLLEEN ZAMMER OF ARTHUR D. LITTLE IS A FOOD SCIENTIST.

WRAP TWO Length:13
MOST MAJOR FOOD BRANDS NOW HAVE FUNCTIONAL FOOD DIVISIONS. THE KELLOGG COMPANY MARKETS FOODS THAT CONTAIN PSYLLIUM. SOPHIA BOBIN WAS PART OF A STUDY SHOWING THAT EATING THE NATURAL FIBER MAY REDUCE THE RISK OF HEART DISEASE.

ACT :Sophia Bobin,Psyllium Study Participant Length :09
"Instead of taking medication you take something that you eat in the morning…it's the natural way of doing it."

WRAP THREE Length :04
RESEARCHER DR. MICHAEL DAVIDSON SAYS FUNCTIONAL FOODS ARE GOOD NEWS.

ACT :Dr. Michael Davidson, M.D., FACC Director, Chicago Center for Clinical Research Length :06
"…It's a major health advance to include foods in our diet that we know can reduce our risk for heart disease."

WRAP FOUR Length:06
YET MANY, LIKE RESEARCHER DR. GEORGE BLACKBURN, WORRY ABOUT HOW MUCH OF A SUPPLEMENT SOMEONE IS GETTING.

ACT :Dr. George Blackburn, Beth Israel Deaconess Hospital Length :12
"You can overdose if you're taking your favorite botanical in a tea one time, a pill in another and a food in the other way."

NATS :03
Bag opening

WRAP FIVE Length: 27
CHIPS WITH KAVA KAVA CAN MAKE YOU DROWSY…AND KAVA KAVA MAY INTERFERE WITH CERTAIN PARKINSONS DISEASE DRUGS. ECHINACEA SHOULD NOT BE TAKEN FOR EXTENDED PERIODS OR BY PEOPLE WITH COMPROMISED IMMUNE SYSTEMS. YET, FOODS WITH ECHINACEA GENERALLY HAVE NO WARNINGS. THERE'S EVIDENCE OF INTERACTIONS BETWEEN ST. JOHN'S WORT AND PROTEASE INHIBITORS, USED TO TREAT HIV. PAULA FAIRFIELD SAYS THE F-D-A'S HANDS ARE OFTEN TIED.

ACT :Paula Fairfield, FDA Length :10
"What we do is wait for reports of serious adverse reactions to them before we can take any kind of action or look at them in any way."

WRAP SIX Length :
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LOCAL ANCHOR LOCKOUT

Contacts:

Colleen Zammer
Food Scientist
Strategic Food Solutions Division
Arthur D. Little
Cambridge, MA
Contact: Alyssa Burns
617-498-5582

Arthur D. Little, a global strategic consulting firm, has joined forces with the Dutch research and development firm, TNO, to form an alliance in the development of new nutraceutical food products. The joint venture is called Strategic Food Solutions.

Sophia Bobin
Psyllium Study Participant
Contact through Kellogg Corporation
616-649-8697

Dr. Michael Davidson, M.D.
FACC Director
Chicago Center for Clinical Research
Contact through Kellogg Corporation
616-649-8697

Dr. George Blackburn
MD Director of the Center for the Study of Nutritional Medicine
Beth Israel Deaconess Hospital
Contact: Will Alford
617-667-7000

Dr. Blackburn has been on the staff at Beth Israel since 1972. He is also on the staff of the Harvard Medical School.

Paula Fairfield
Director of Consumer Affairs
New England District Food and Drug Administration
Stoneham, MA
781-279-1675 ext. 184

Additional References:

American Nutraceutical Association
941-649-7697
Contact: Barbara Henry

Kellogg Corporation: Functional Foods Division
Contact: Neil Nyber, VP of Global Communications
616-961-2000

Nutrition Business Journal
Joy Warner: Marketing Mgr.
San Diego, CA 619-295-7685 ext. 13

National Nutritional Foods Association
Newport Beach, CA
Contact: Tracy Taylor 949-622-6272 ext. 245

Localization Tips:

Interview local shoppers. Do they know what functional foods are? Have they purchased them? Would them?
Interview the manager of a local grocery store about the growing demand for food products that have health benefits beyond general nutrition.
Are there any food manufacturers in your area? If so, interview the head of a functional food division.