It seems manufacturers are finally getting the idea that when it comes to functional food, consumers crave straight-talking. The latest trend sees processors using product names to send messages to consumers about the function of their product.

Hero UK has launched a drinkable fruit product called Fruit2Day, which provides consumers with two of their Department of Health recommended five-a-day fruit and vegetable intake.

Richard Ilsey, Hero UK md, says that the whole point of the product's title is to let people know what they are consuming without them having to read the small print.

Simple messages are key to winning over the market says Peter Wennstrom, international brand management consultant for Health Focus Europe: "In an over-complicated world, connecting brands to what consumers believe about health is vital."

Another brand that has latched on to the concept of clear communication is Benecol. The brand specialises in cholesterol lowering foods and has named its latest product One-a-Day Yoghurts. Providing consumers with a straightforward instruction on how much product to eat and how often to eat it, removes responsibility from the user. "Consumers want less to worry about," says Wennstrom.

The Food and Drink Federation (FDF) has also picked up on functional food manufacturers' moves towards simplified messages. "Manufacturers know their products best and want to extend the benefit of the product to consumers. That's definitely something you are starting to see more of," says an FDF spokeswoman.