We are living in the era of the functional food and beverage industry—a massive market transformation driven by a consumer base that no longer views nutrition as a bonus, but as the baseline. From gut-healing prebiotic sodas and cognitive-boosting adaptogenic cold brews to everyday snacks packed with functional proteins, consumers are actively demanding that their food and drink do more than just fill a stomach; they expect it to actively optimise their physical and mental well-being.

Few people are better equipped to dissect the gap between a product's technical formulation and its actual impact on the human body than Dr. Alexandra Hyde. Holding a PhD in food science alongside her credentials as a Registered Associate Nutritionist, Dr. Hyde works precisely where "farm to fork" meets "physiology." For her, true sustainability isn't a badge on a packet—it's a rigorous, life-cycle approach to eliminating environmental, economic, and bodily waste. We sat down with Dr. Hyde to discuss why the industry needs to move past the "protein chat," the overlooked power of dietary fibre, and why your brand styling might be sabotaging your nutritional message.

A lot of brands can treat sustainability as a marketing afterthought. What does genuine, baked-in sustainability look like to you in the food and beverage space?

A brand that really knows where their product(s) have come from… AND what happens to it after consumption! This includes ingredients, packaging and everything from farm to fork to physiology. Sustainability makes good business sense because wasting resources is expensive. A brand that truly understands every stage of its products’ life cycle and impact can avoid economic, environmental or societal waste - that’s sustainability to me.

Are there any emerging sustainable ingredients (like upcycled materials or novel proteins) that you believe will transition from R&D to industry standards in the next few years?

I’m really excited about the emerging fermented and plant-based ingredients that add fibre & micronutrients as well as protein to popular foods. Most people don't get enough fibre, and many people are looking for nutrient-dense products, so these ingredients are the perfect solution. They're usually functional from both product texture/shelf life and nutrition perspectives too, so it's definitely an important area for product developers to keep an eye on.

You emphasise the importance of "well-communicated food and nutrition sciences." Where do you see brands failing the most when trying to explain complex nutritional benefits to the average consumer?

Most consumers don't really care about complex nutritional benefits or the mechanisms of action involved... but they do want the benefit! I think the biggest mistake is when the brand styling doesn't match what customers are looking for. Most customers looking for an indulgent treat won't be drawn to green, 'healthy-looking' brand styling even if the product is plant-based.

Is there a specific nutritional concept or benefit that you feel the industry is currently miscommunicating or oversimplifying to the public?

Fibre gets forgotten in all the protein chat. Benefits like feeling fuller for longer or cognition/brain health benefits are often solely attributed to protein when actually, fibre is necessary for the full benefit.

What is one health/wellness ingredient you always use yourself, at-home cooking or looking for on the shelf?

Any legumes! I love them as crispy snacks, turned into dips, added to recipes for nutrition, and to fill me up. The flavour options are endless and they can also be sprouted or fermented if you're feeling adventurous.