This is the phrase I’ve heard most often in the past few weeks from presenters I respect. Chairman of Nestlé Peter Brabeck-Letmathe believes that the food and pharmaceutical industries are both heading towards the centre ground of “disease modifying nutritionals.” New Zealand Professor Lynnette Ferguson talks of “nutrigenomics.” The concepts of “nutraceuticals” and “cosmeceuticals” have been around for some years. The expression I have tended to use is “self medication.” The point is that most of us want to live life more fully and for longer. We are becoming used to the idea that functional foods and drinks can make this easier. The main market successes so far have been energy drinks, probiotics and cholesterol reduction. I am sure we shall hear a lot more about personalised nutrition as a prevailing theme of the coming decade and beyond.