What's a more compelling consumer proposition? An overpriced drink claiming to reduce your risk of developing bowel cancer in 40 years, or a yoghurt that will reduce bloating in 14 days?

Fact: cholesterol is a killer. Well, no, actually, not in moderation.

As a nation renowned for its stiff upper lip we're not normally very good at talking about embarrassing subjects. But that seems to be changing when it comes to gut health - an area where over one third of the UK population regularly suffers a disorder. Not surprisingly, manufacturers are cashing in on consumers' desire for wellbeing and their awareness of the benefits of gut friendly bacteria.

Even the class dunce knows that calcium is good for your bones, but in a society where convenience and health are still battling it out for the top spot, there is a mass deficiency of this crucial mineral.

The World Health Organisation (WHO) describes it as 'an epidemic' and one of the greatest health challenges of the 21st century for Europe. 'It' is obesity. The WHO predicts there will be 150M obese adults and 15M obese children in Europe by 2010 if no action is taken.

There's nothing new about mind-altering foods; hippies and Hippocrates all dabbled in the odd mood-enhancing mushroom. But the idea that manufacturers could build a whole new category based on ingredients that make you happier, calmer, sexier, livelier and even more intelligent, is pretty far out ... isn't it?