Julian Mellentin of New Nutrition Business is one of the world’s few international specialists in the business of food, nutrition and health. He is the Director of New Nutrition Business. Founded in 1995, its research and consultancy service is used by companies in Europe, Asia, Australasia and the US. Julian co-authored The Functional Foods Revolution, the first-ever book on the business of functional foods, and The Food & Health Marketing Handbook. He was a branded product marketer before founding this company and has practical experience of marketing branded products in most countries.