While there are foods and beverages marketed as contributing to health in order to prevent certain diseases or dysfunctions, to support immunity, or to be generally “better for you,” products presented as medicinal foods are those foods and beverages crafted to address specific disease states. Consumer studies have found that some three-quarters of Americans are interested in bioactive ingredients, with approximately half of those persons willing to pay more for products containing such ingredients.David Feder, Executive Editor–Technical for the Prepared Foods network sat down with Keith Ayoob, EdD, RDN Associate Professor Emeritus of Pediatrics at Albert Einstein College of Medicine, New York, and author/curator of the EdibleRx newsletter to provide an overview of the trend in so-called medicinal foods.