Abstract
Consumer goods became increasingly personalised, particularly during the last half of the 20th century. Foods and food products have been added a new flavour in this consumer trends with increasingly personalised values of convenience, cost, packaging, and taste. Now functional food industry is ready to take its next venture in a relatively new domain personalising health. Whether the goal of matching foods to individual genotypes to improve the health of those individuals can be attained, and personalised nutrigenomic foods enter the world's food markets, depends on numerous hurdles being overcome: some scientific in nature, some technical and others related to consumer, market or ethical issues. Public adoption of new technologies is an important determinant for their success. Many of the drivers behind the trend in personalisation of food are now known, particularly ethical, legal and social issues (ELSI) are the major drivers. Future development in the field of nutrigenomics undoubtedly will place its seemingly huge potential in better perspective. Thus, the agriculture and food enterprise has an extraordinary opportunity to link individuals with foods that are personalised for their health.