Marketing Food, Nutrition and Health on an Unprecedented Scale Functional foods should be seen as a concept that covers the marketing of food, nutrition and health and related products that is now taking place internationally on an unprecedented scale. in short, what is happening under the banner of functional foods is a revolution which gives a new and potentially ground-breaking 'spin' on the idea of good health through food. What is not always clear is whether this spin is in terms of individual health or directed towards the health of populations.