In Europe more than 30M people - about 18% of us - have tried soyfoods according to ENSA, the European Natural Soyfood Association. Formerly considered health-foods (and thus a bit special), soy products are far more popular than we might think, says ENSA.

Go back five or 10 years and healthy and functional ingredients suppliers were targeting “fanatics and disciples”, says Hubertus Devroye at soy supplier The Solae Company. “Not any more. The marketing is changing very fast. It’s not about treating illness and disease anymore. It’s about investing in daily health. We’re asking people: ‘What do you know about the goodness of soy, or wholegrain?’ not: ‘Can we treat your disease’.”

It's not just raw materials that are on offer at FiE. Also hoping to attract visitors' attention are texture analysis instrumentation giant Stable Microsystems, with its new cheese extensibility (stretchability) rig; Armfield, with new rapid extractor units to extract active ingredients from plants and a new carbonator for beverages; Lloyd Instruments and Food Technology Corporation, which will be promoting a wide range of texture analysis equipment.

S Black has introduced a clutch of new healthy ingredients into the UK market, including a grape extract high in antioxidants and enzyme-modified dairy concentrates enabling manufacturers to significantly reduce the fat content of their products without compromising on taste.

A five-year, European-wide project has been set up to explore how wholegrains could reduce the risk of developing type 2 diabetes and heart disease.

Cargill subsidiary Cerestar has developed a new maltitol syrup application it claims can reduce the calorie count of dairy products by up to 40%.

Two out of five manufacturers and ingredients firms believe the proposed nutrition and health claims regulation from the European Commission will adversely affect their business if it is adopted in its current form.