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Technological and scientific innovation in recent years has opened many new lines of research and development in the food and beverage industry. Developments in biotechnology in particular have begun to yield new approaches and methods for food production, distribution and consumption, and many more are predicted to emerge in the coming decade. This case looks specifically at the development of genetically modified food products, focusing particularly on the market potential of such innovations and the challenges the industry might expect to encounter going forward. This case study provides a succinct overview of current developments in this rapidly developing industry sector. Including a historical industry perspective, comment on potential product development and current industry forecasts, the case raises many questions for students to consider and resolve.