The trend towards personal wellbeing and holistic health has reached the food industry. Food is not exclusively a means to an end; it is expected to deliver a healthy value-add. Every consumer is looking for their personal feel-good diet and is guided less by facts than by their own opinions and convictions. Fruit, vegetables, and nuts are of particular interest. This results in further market fragmentation – niches become mainstream. A multitude of startups have realized this – and so have the major players, who are moving in on these healthy niches with a vast variety of innovative food concepts.