H-L Hietaranta-Luoma1, H T Luomala2, H Puolijoki3, A Hopia4. 1. Functional Foods Forum, University of Turku, Kampusranta 9 C, 60320, Seinäjoki, Finland. hlhieta@utu.fi. 2. Department of Marketing, University of Vaasa, Vaasa, Finland. 3. Central Hospital of Southern Ostrobothnia, Seinäjoki, Finland. 4. Functional Foods Forum, University of Turku, Kampusranta 9 C, 60320, Seinäjoki, Finland.