Abstract
The soaring rates of dietary-related diseases have increased the need for communicating consumers' health and food resource environment. As a wholesome food, health care products improve the nutrition content of food products and make consumers change their food choices. Therefore, branding is considered an important tool in connecting on the value of health and contributing towards healthier food resource environment. Being faced with Chinese health care products brand development and the problems of creation and new regulatory situation and opportunities for engineering, government departments should establish and improve relevant scientific technology evaluation system , regulatory standards , and innovative mechanisms in the premise of food safety insurance through health education and other means , to strengthen market supervision and guidance of the masses, and to promote the health care products development and improve the food resource environment.
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