But in order for their ingredients to be taken seriously by major food companies who are weighting their product mix more towards health and wellness, they are recognising a need to increase their store of science.
In an interview with NutraIngredients.com this week, new Lipid Nutrition CEO Katinka Abbenbroek said that increasing food use of her company's ingredients is one of the main drivers behind continued investment in clinical trials.
"Clinical trials make a product much more attractive for large food companies - that is why we invest in those kind of trials," said Abbenbroek.
The same strategy was underscored by Benoit Lemaire, commercial director of Berkem, with regard to the use of coffee-derived Svetol in weight-management foods.
Investing in science early on is also crucial for companies who hope that, one day, their products may bear an health claim, under the new EU health and nutrition claims legislation.
The legislation was adopted in May, but the list of established claims has yet to be compiled - after which the way will be open for companies to submit scientific dossiers for assessment by the European Food Standards Agency.
Food uses can also be extended by adapting an ingredient to make it workable in more product types.
For instance, Ireland's Alltracel announced two weeks ago that it has succeeded in making a soluble version of its heart health bioactive.
Noel Toolan, marketing manager cited single-dose drinks as "probably the most active single segment in Asia and Europe", and said "the really specialist breakthrough products are in a beverage format."
"Often a very early question from food companies is 'Are you soluble?'. If you are not, it is often a disadvantage."