The View from A Farr – Industry ahead of the game on additives

While the soft drinks industry was relieved that the European Food Safety Authority (EFSA) did not find a major study on the effect additives have on children’s behaviour to be grounds for a change in regulations, for Annette Farr the media interest generated only serves to confirm the way the wind is blowing. Soft drinks brands are already responding to changing consumer demands, and the trend towards natural and functional products shows no sign of diminishing.