Britain is the largest consumer of so-called ‘functional foods’ in Europe (GBP £110 per person each year on average). Also known as ‘nutraceuticals’ or ‘phood’ — a combination of good old-fashioned food with a pinch of the very latest pharmaceutical know-how and technology. Current examples include breakfast cereal that reduces heart attacks and bread that fights depression. Future examples will include chocolate that fights cancer and possibly even Coca-Cola that reduces Alzheimer’s disease.