Abstract
Now is the most interesting and challenging nutrition communications environment seen in many years. The International Food Information Council has been tracking consumer attitudes about foods with health benefits that go beyond basic nutrition, or "functional foods," over the past 6 years, finding positive attitudes and strong interest in this concept. Numerous factors weigh heavily on the success of effective communication with patients. Increasingly, health benefits are touted through food labeling claims, including health, nutrient content, structure/function, and now qualified health claims. Understanding the communications environment, from the food label to the evening news to consumer preferences, will help food and nutrition professionals provide appropriate and effective education for consumers navigating the nutrition information highway.