Welcome to the new economy of functional food design—where food is more than food. Winning in this space means striking the right balance between multi-benefit messaging and brand design. To avoid becoming another flash in the pan, brands must strike a balance between communicating function and maintaining brand identity. The Authenticity AdvantageWhether or not your brand should prioritize functionality comes down to one question: Do your consumers want this from your brand? That being said, not all that glitters is gold, and not all trends are right for your brand.