Healthy processed meat products – Regulatory, reformulation and consumer challenges

•Legislative issues in developing meat based products with health claims are discussed.•Potential technological challenges in formulating functional meat products are highlighted.•Consumer perceptions of functional food products and their possible impact on product success are addressed.

Meat and processed meat products are often perceived as unhealthy by consumers. Functional meat products may represent an opportunity for the meat industry to improve this perception. This article gives an overview of the current regulations in the largest functional foods markets (USA, Japan, and EU) and how they relate to meat products, with particular focus on new EU legislation on health claims. Some of the reformulation challenges encountered in the development of healthier processed meat products are highlighted and possible applications of EU health claims in meat products are proposed. Finally, the review discusses consumer perception of functional food (meat) products, the importance of the food carrier-functional ingredient choice, the current functional food market and possible launch strategies.