Fritz-Jung, Kati2017-05-222017-05-222002https://hdl.handle.net/1813/49975Nutritionally enhanced products must be foods that consumers want to eat and feel safe in eating. Enhanced nutrition is an added benefit to our products. It is not a primary driver to sell the food, but secondary to what motivates the consumer to make the purchase. All of us find it difficult at best to modify our eating habits—it is even more difficult to convince others to change their eating behavior. Therefore, our approach is to explore opportunities to enhance the nutritional quality (or characteristics) of our products without affecting consumer demand.en-USAttribution-NonCommercial-NoDerivatives 4.0 InternationalGMOhuman healthgenetic engineeringcommunicationscience communicationpharmingregulation, trustbook chapter