Market-Driven Fortification

Abstract Market-driven fortification is an opportunity for food manufacturers to contribute to the combat against the major global public health problem of micronutrient deficiencies (MND). Any market-driven fortification initiative should be based on the best available documented evidence of MND in the target population, with careful consideration given to the relevance of micronutrient fortification of the food/beverage product to existing deficiencies in the target population, the expected nutrition or health benefits, and how they are to be communicated. Other key aspects include the fortification level, the organoleptic impact and bioavailability of the food fortificant, cost and affordability, as well as safety. To have a meaningful impact in the target population, such fortification initiatives should be aligned with local government policies and existing multistakeholder public–private partnerships established to combat MND.