Confectionery: Functional Chocolate: Indulgence Meets Wellness in a Shifting Economic Landscape

Why it is the topic trending: The Sweet Spot of Sensible Indulgence

• Economic Uncertainty Fuels Rationalized Treats: In times of economic pressure, consumers become more discerning about their spending. Indulgent purchases, like chocolate, are often seen as discretionary. Functional chocolate offers a compelling narrative, transforming a "want" into a "need" by embedding perceived health benefits, thus providing a "rational legitimacy" for the purchase. This allows consumers to justify a treat as a sensible, health-supporting choice rather than a pure indulgence.

• Brand Opportunity for Higher Margins and Expanded Usage: For companies, functional chocolate represents a lucrative avenue. The added functional ingredients allow for higher price points and, consequently, better profit margins. Furthermore, by positioning chocolate as a health-enhancing product, brands can expand its consumption occasions beyond traditional snacking, encouraging its use for energy, relaxation, or specific nutritional boosts.

Overview: The Rise of Purpose-Driven Pleasure

Functional chocolate is experiencing a renewed surge in popularity, driven by a confluence of consumer desires for both indulgence and wellness. This trend sees traditional chocolate infused with various health-promoting ingredients, aiming to offer benefits beyond mere taste. While appealing to consumers seeking to rationalize their treats during economically uncertain times, the efficacy and true health value of these products remain subjects of debate among health experts.

Detailed findings: The Promise and Pitfalls of Fortified Cocoa

• Perceived Value and Rational Legitimacy: The core appeal of functional chocolate lies in its ability to offer consumers a perceived "two-for-one" deal: the pleasure of chocolate combined with the benefit of added nutrients. This creates a sense of "rational legitimacy" for what would otherwise be a purely hedonic purchase, making it an attractive option during economic downturns when consumers are more cautious with discretionary spending.

• Manufacturer Benefits: Margins and Occasions: For food manufacturers, functional chocolate presents a clear business advantage. The ability to command higher prices due to the added functional ingredients translates to increased profit margins. Additionally, by associating chocolate with health benefits, brands can encourage new consumption occasions, moving beyond traditional dessert or snack times to moments where consumers might seek an energy boost, stress relief, or a specific nutrient intake.

• Challenges: Flavor Compromise and Efficacy Concerns: The integration of functional ingredients is not without its hurdles. A significant challenge lies in maintaining the desirable taste and texture of chocolate, as some additives can introduce off-flavors or alter consistency. More critically, health experts raise questions about the actual efficacy of these products. They often argue that the doses of beneficial ingredients included are too small to deliver the significant health outcomes observed in clinical studies, suggesting that the "healthy" claims might be more about marketing headlines than substantial nutritional impact.

Key success factors of product (trend: Guilt-Free Goodness

• Strategic Positioning as "Better-For-You Indulgence": The most successful functional chocolate products effectively bridge the gap between indulgence and wellness. They are marketed not just as a treat, but as a smart choice that contributes to overall well-being, allowing consumers to enjoy chocolate without the associated guilt.

• Clear and Believable Functional Claims: While the article notes skepticism, products that clearly articulate their specific health benefits (e.g., "energy boost," "stress relief," "gut health") and back them with understandable, even if small, ingredient dosages, resonate more effectively. Transparency about what the ingredients are and what they are intended to do is crucial.

• Taste and Texture Integrity: Ultimately, it's still chocolate. Products that successfully integrate functional ingredients without compromising the core sensory experience (flavor, melt, mouthfeel) will always outperform those that sacrifice taste for function.

• Convenience and Accessibility: Functional chocolate fits seamlessly into busy lifestyles, offering a quick and enjoyable way to incorporate perceived health benefits without significant effort or preparation.

Key Takeaway: The Delicate Balance of Health Claims and Consumer Trust

The functional chocolate trend highlights a broader consumer desire for products that offer both pleasure and purpose. While it presents significant opportunities for brands to innovate and capture new market share, success hinges on navigating the fine line between compelling health claims and maintaining product integrity, especially taste, while also addressing expert skepticism regarding the true efficacy of the functional ingredients at the dosages provided.

Main Trend: The Functional Foods Revolution

The overarching trend is the "Functional Foods Revolution," where everyday food and beverage items are enhanced with ingredients to provide specific health benefits beyond basic nutrition.

Description of the trend: The Proactive Wellness Pursuit

This trend, which can be named "Proactive Wellness Pursuit," describes consumers' increasing desire to proactively manage their health and well-being through their dietary choices. It moves beyond simply avoiding unhealthy ingredients to actively seeking out foods and beverages that offer added functional benefits, whether for energy, immunity, digestion, cognitive function, or stress reduction. It reflects a shift from reactive health management to a preventative and optimizing approach to diet.

What is consumer motivation: The Quest for Holistic Well-being

• Health Optimization: Consumers are increasingly looking for ways to optimize their physical and mental health. Functional chocolate appeals to this by promising benefits like improved mood, energy, or specific nutrient intake, aligning with a holistic approach to well-being.

• Guilt-Free Indulgence: The inherent desire for pleasure and indulgence remains strong. Functional chocolate allows consumers to satisfy their cravings for a sweet treat while simultaneously feeling good about their choice, as it's perceived as contributing to their health goals rather than detracting from them.

• Convenience and Simplicity: In a fast-paced world, consumers seek convenient ways to incorporate health benefits into their routines. Functional chocolate offers an easy, enjoyable format to consume beneficial ingredients without the need for pills or complex preparations.

• Trust in Natural Solutions: There's a growing preference for "food as medicine" and natural solutions over pharmaceutical interventions for minor health concerns. Functional foods, including chocolate, tap into this desire for natural, food-based approaches to health.

What is motivation beyond the trend: The Empowered Consumer's Journey

• Personalized Nutrition: Beyond general wellness, consumers are increasingly interested in personalized approaches to diet, seeking products that cater to their specific needs, deficiencies, or lifestyle goals. Functional chocolate can be tailored to address various individual requirements.

• Transparency and Clean Label: A deeper motivation is the demand for transparency from brands regarding ingredients, sourcing, and manufacturing processes. Consumers want to understand what they are putting into their bodies and prefer products with clean, recognizable ingredient lists.

• Sustainability and Ethical Sourcing: Beyond personal health, consumers are increasingly motivated by the broader impact of their choices on the planet and society. Ethical sourcing of cocoa and other ingredients, as well as sustainable production practices, are becoming significant drivers.

• Self-Care and Mindfulness: Food is increasingly viewed as a tool for self-care and a mindful experience. Functional chocolate, especially those with calming or mood-enhancing properties, aligns with this motivation, offering a moment of intentional well-being.

Descriptions of consumers: The Conscientious Indulger

Consumer Summary:

• Health-Conscious but Indulgent: These consumers prioritize health and wellness but are not willing to completely forgo pleasure. They seek products that allow them to enjoy treats while still aligning with their health goals.

• Value-Driven: They look for products that offer more than just a single benefit, seeking "value-added" propositions, especially in economically sensitive times.

• Information Seekers: They are likely to read labels and seek information about ingredients and their purported benefits, though they may not always critically evaluate the scientific backing.

• Busy Lifestyles: They appreciate convenience and products that fit easily into their daily routines.

• Early Adopters of Wellness Trends: They are open to trying new products that promise health advantages.

Detailed summary (based on experience and article):

• Who are them: These are individuals who are generally health-aware and proactive about their well-being. They are often "conscientious consumers" who try to make informed choices about what they eat. They are not necessarily strict dieters but are mindful of their intake and seek ways to enhance their diet. They are also pragmatic, especially in current economic climates, looking for ways to justify what might otherwise be seen as a luxury.

• What kind of products they like: They are drawn to products that offer a "better-for-you" spin on traditional favorites. This includes items fortified with vitamins, minerals, probiotics, adaptogens, or other functional ingredients. They appreciate products that are both effective (or perceived as such) and enjoyable, bridging the gap between health and pleasure. They are likely to be interested in plant-based, natural, and minimally processed options.

• What is their age?: While the article doesn't specify, this demographic likely spans a wide range, from Millennials (25-40) who are highly engaged in wellness and self-care, to Gen X (41-56) who are increasingly focused on preventative health as they age, and even some health-conscious Boomers (57-75). Younger Gen Z consumers might also be interested, driven by social media trends around specific functional ingredients.

• What is their gender?: The article doesn't specify, but wellness and food trends often see strong engagement from both genders, with women historically being early adopters of health-focused food trends. However, the appeal of "rationalized indulgence" and performance-enhancing ingredients (e.g., for energy or focus) is increasingly gender-neutral.

• What is their income?: Functional chocolate, with its higher price points, suggests a consumer with at least a middle to upper-middle income. While they are value-conscious, they are willing to pay a premium for products that offer perceived health benefits and convenience.

• What is their lifestyle: They lead active or health-conscious lifestyles, often balancing work, family, and personal well-being. They may engage in fitness, mindfulness practices, or seek ways to reduce stress. They are often busy and appreciate products that offer quick, on-the-go benefits.

• What are their shopping preferences in the category article is referring to: In the chocolate category, they are moving beyond just taste to consider the "added value." They will scrutinize ingredient lists, look for specific functional claims (e.g., "high fiber," "probiotic," "adaptogenic"), and may be influenced by brand reputation in the wellness space. They are likely to explore specialty food stores, health food sections, and online retailers in addition to mainstream supermarkets.

• Are they low, occasional or frequent category shoppers: They are likely frequent category shoppers when it comes to healthy snacks and functional foods, but perhaps occasional to moderate shoppers for purely indulgent chocolate. Functional chocolate allows them to increase their frequency of chocolate consumption by aligning it with their health goals.

• What are their general shopping preferences-how they shop products, shopping motivations): They are informed shoppers who value transparency and authenticity. They are influenced by health trends, social media, and recommendations from trusted sources (influencers, health professionals). They are motivated by self-improvement, preventative health, convenience, and the desire for products that align with their personal values (e.g., sustainability, ethical sourcing). They often research products online before purchasing.

Conclusions: The Dual-Edged Sword of Functional Indulgence

Functional chocolate embodies the contemporary consumer's desire to reconcile indulgence with wellness. While it offers a compelling value proposition for both consumers and brands, its long-term success hinges on robust scientific backing for its claims and a commitment to taste integrity. The trend reflects a broader societal shift towards proactive health management, but also highlights the potential for consumer confusion and the need for greater transparency in the functional food market.

Implications for brands: Innovate with Integrity

• Focus on Authenticity and Transparency: Brands must be transparent about ingredients, dosages, and the scientific basis (or lack thereof) for their claims. Over-promising can lead to consumer distrust and backlash.

• Prioritize Taste and Texture: Functional benefits cannot come at the expense of the core chocolate experience. Brands must invest in R&D to ensure that added ingredients do not negatively impact flavor, melt, or mouthfeel.

• Target Specific Needs: Instead of vague "wellness" claims, brands should focus on specific, well-defined functional benefits (e.g., "energy boost," "sleep aid," "digestive support") to resonate with distinct consumer segments.

• Educate the Consumer: Brands have an opportunity to educate consumers about the functional ingredients, their benefits, and how they fit into a balanced diet. This builds trust and helps manage expectations.

• Explore Sustainable Sourcing: Aligning with broader consumer values, brands should emphasize ethical and sustainable sourcing of cocoa and other functional ingredients.

Implication for society: Navigating the Wellness Narrative

• Potential for Misinformation: The proliferation of functional foods, including chocolate, can lead to consumer confusion and potentially misinformed health choices if claims are exaggerated or lack sufficient scientific evidence. Society needs clearer guidelines and consumer education.

• Shifting Perceptions of Food: This trend contributes to a broader societal shift where food is increasingly viewed as a tool for health optimization rather than just sustenance or pleasure. This can be positive for public health but also risks over-medicalizing food.

• Increased Demand for Transparency: The functional food trend drives a greater societal demand for transparency from food manufacturers regarding ingredients, sourcing, and health claims, pushing the industry towards more responsible practices.

Implications for consumers: The Empowered yet Discerning Buyer

• Opportunity for Informed Choices: Consumers have a wider array of options to align their indulgence with their health goals, potentially leading to more mindful eating habits.

• Need for Critical Evaluation: Consumers must become more discerning, critically evaluating health claims and understanding that "functional" doesn't always equate to significant health benefits, especially with small dosages.

• Potential for Premiumization: Functional chocolate often comes at a higher price point, meaning consumers need to weigh the perceived benefits against the cost and their personal budget.

• Empowerment through Knowledge: Access to information about ingredients and their effects empowers consumers to make choices that truly support their individual health journeys.

Summary of Trends:

• Core Consumer Trend: Holistic Health Integration: Consumers are actively seeking to integrate health and wellness into all aspects of their lives, including their indulgent choices, moving beyond traditional dietary restrictions to proactive health management.

• Core Consumer Sub Trend: Rationalized Indulgence: A specific facet of the core trend where consumers seek to justify pleasurable purchases by associating them with tangible (or perceived) health benefits, especially in economically sensitive times.

• Core Social Trend: The Wellness Economy Boom: Society is witnessing a massive expansion of the wellness industry, encompassing everything from fitness and mental health to functional foods and personalized nutrition, driven by increased health awareness and disposable income for self-care.

• Social Drive: Preventative Health Mindset: A fundamental shift in societal thinking from treating illness to preventing it and optimizing well-being, leading to a greater demand for products that support this proactive approach.

• Core Trend: Functional Food & Beverage Enhancement: The broader movement of fortifying everyday food and beverage items with specific ingredients to deliver targeted health benefits beyond basic nutrition.

• Core Strategy: Value-Added Product Development: Brands are strategically developing products that offer multiple layers of value to the consumer, combining core product appeal with additional benefits (e.g., health, convenience, sustainability).

• Core Industry Trend: Premiumization of Everyday Goods: The food industry is seeing a trend towards offering premium versions of staple products, often justified by superior ingredients, ethical sourcing, or added functional benefits, allowing for higher price points and margins.

• Core Consumer Motivation: Self-Optimization & Guilt-Free Pleasure: Consumers are motivated by a desire to improve their physical and mental performance and well-being, coupled with a simultaneous need to enjoy life's pleasures without guilt or perceived negative consequences.

Strategic Recommendations for brands to follow in 2025: Cultivating Trust and Innovation

• Invest in Clinical Research & Transparency: Brands should prioritize investing in credible scientific research to back their functional claims. Transparently sharing this data, even if it indicates modest benefits, will build long-term trust. Clearly state dosages and manage consumer expectations.

• Innovate with Flavor-Neutral Functionals: Focus R&D efforts on sourcing or developing functional ingredients that have minimal impact on the desirable taste and texture of chocolate. This might involve microencapsulation technologies or exploring naturally flavor-compatible ingredients.

• Segmented Product Lines for Targeted Benefits: Develop distinct product lines that cater to specific health needs (e.g., "Sleep Support Chocolate," "Focus Boost Chocolate," "Digestive Wellness Chocolate") rather than generic "healthy" claims. This allows for more precise marketing and resonates with consumers seeking specific solutions.

• Collaborate with Health Professionals & Influencers: Partner with registered dietitians, nutritionists, and credible wellness influencers to educate consumers and lend credibility to product claims, moving beyond purely marketing-driven messages.

• Embrace Sustainable & Ethical Sourcing: Integrate sustainable and ethical sourcing practices for cocoa and other ingredients. Highlight these efforts on packaging and marketing materials, as consumers increasingly value brands that align with their social and environmental values.

• Leverage Digital Platforms for Education & Community: Utilize social media, brand websites, and online communities to provide educational content about functional ingredients, recipes, and lifestyle tips. This fosters engagement and positions the brand as a wellness resource.

Final Conclusion: The Future of Indulgence is Functional, but Demands Integrity

The rise of functional chocolate is a clear indicator that the lines between food, medicine, and lifestyle are blurring. While the market for "better-for-you" indulgence is ripe with opportunity, its sustained growth and consumer acceptance will hinge entirely on the industry's commitment to scientific integrity, transparent communication, and, crucially, delivering a delicious product that truly satisfies both the palate and the pursuit of well-being. Brands that can master this delicate balance will not only thrive but also contribute positively to a more informed and health-conscious consumer landscape.

Core Trend Detailed: The Blended Benefit Paradigm

The "Blended Benefit Paradigm" is a profound shift in consumer expectations, where products are no longer evaluated solely on their primary function (e.g., chocolate for taste) but are increasingly expected to deliver multiple benefits simultaneously. This means a treat should also offer health advantages, a beverage should provide energy or focus, and a snack should contribute to gut health. This paradigm is driven by consumers' desire for efficiency, optimization, and value in every purchase, reflecting a lifestyle where health and convenience are paramount. It represents a maturation of the wellness trend, moving from niche health foods to mainstream products that seamlessly integrate functional attributes into everyday consumption.

Key Characteristics of the Core trend: Beyond Single-Purpose Consumption

• Multi-Functional Products: Products are designed to serve more than one purpose, combining indulgence with health, convenience with nutrition, or taste with performance.

• Holistic Wellness Focus: The trend addresses a broad spectrum of well-being, including physical health, mental clarity, emotional balance, and even beauty from within.

• Ingredient-Driven Innovation: Innovation is heavily focused on the inclusion of specific, often novel, functional ingredients (e.g., adaptogens, nootropics, pre/probiotics, specific vitamins/minerals).

• Personalization Potential: The paradigm lends itself to personalized nutrition, where consumers can select products with functional benefits tailored to their individual needs and goals.

• Transparency and Traceability: Consumers demand to know what's in their food and where it comes from, pushing brands towards greater transparency regarding ingredients and sourcing.

• Premiumization through Value-Add: Products offering blended benefits often command a higher price point, as consumers perceive greater value in their multi-faceted utility.

Market and Cultural Signals Supporting the Trend: A World Craving More

• Surging Health & Wellness Market: The global wellness market continues to expand rapidly, indicating a sustained consumer investment in health.

• Rise of Biohacking & Self-Optimization: Cultural movements around "biohacking" and personal optimization (e.g., optimizing sleep, cognitive function, energy levels) drive demand for products that promise to enhance performance.

• Increased Stress & Mental Health Awareness: Growing awareness of mental health challenges has led to demand for products that offer calming, mood-boosting, or stress-reducing properties.

• Social Media Influence: Platforms like Instagram and TikTok amplify wellness trends, showcasing functional foods and ingredients, and influencing consumer choices.

• Economic Pressures & Value Seeking: As highlighted in the article, economic uncertainty makes consumers seek more "bang for their buck," making multi-functional products appealing.

• Aging Population & Preventative Care: An aging global population is increasingly focused on preventative health measures to maintain vitality and quality of life, driving demand for functional foods.

How the Trend Is Changing Consumer Behavior: Mindful Consumption and Proactive Choices

• Shift from "Avoidance" to "Addition": Consumers are moving beyond simply avoiding unhealthy ingredients (e.g., sugar, artificial additives) to actively seeking out and adding beneficial ingredients to their diet.

• Increased Label Scrutiny: Consumers are becoming more diligent in reading product labels, looking for specific functional ingredients and understanding their purported benefits.

• Willingness to Pay a Premium for Value: While still value-conscious, consumers are demonstrating a greater willingness to pay more for products that offer perceived health advantages and convenience.

• Diversification of Consumption Occasions: Traditional food categories are being consumed in new contexts. For example, chocolate is no longer just a dessert but can be an afternoon energy boost or a pre-sleep aid.

• Demand for Personalization: Consumers are increasingly expecting products that can be tailored to their individual health needs and preferences, moving away from a one-size-fits-all approach.

• Engagement with Brand Narratives: Consumers are more likely to engage with brands that share their values, offer educational content, and demonstrate transparency in their product development.

Implications Across the Ecosystem: A Ripple Effect of Innovation

• For Brands and CPGs: The Innovation Imperative:

  • R&D Focus: Significant investment in research and development for novel functional ingredients and delivery systems that maintain taste and efficacy.

  • Strategic Partnerships: Collaborations with ingredient suppliers, biotech companies, and even health tech firms to bring innovative products to market.

  • Marketing Storytelling: Shifting marketing from purely indulgent messaging to a narrative that highlights both pleasure and specific, credible health benefits.

  • Regulatory Navigation: Adapting to evolving regulations around health claims and ensuring compliance to avoid consumer deception.

• For Retailers: Curated Wellness Destinations:

  • Category Expansion: Expanding dedicated "wellness" or "functional foods" sections within stores, beyond just traditional health food aisles.

  • Merchandising Strategies: Grouping products by functional benefit (e.g., "Energy," "Sleep," "Immunity") to help consumers easily find what they need.

  • Private Label Opportunities: Developing private label functional products to capture market share and offer competitive pricing.

  • In-Store Education: Providing clear signage, digital content, or even in-store experts to educate consumers about functional ingredients and their benefits.

• For Consumers: Empowered Choices, Greater Responsibility:

  • Wider Product Selection: An ever-increasing variety of products to choose from, catering to diverse health needs and preferences.

  • Potential for Confusion: The sheer volume of functional claims can be overwhelming, necessitating a greater need for critical thinking and reliable information.

  • Higher Costs: Functional products often come at a premium, requiring consumers to budget and prioritize their purchases.

  • Shift in Dietary Habits: A potential for consumers to rely on functional foods as a primary source of nutrients rather than a supplement to a balanced diet.

Strategic Forecast: The Functional Future is Personalized and Transparent

• Hyper-Personalization: The future will see a move towards even more personalized functional products, potentially driven by genetic testing, microbiome analysis, and AI-powered dietary recommendations.

• Convergence of Food & Pharma: The lines between food and pharmaceutical products will continue to blur, with more food items offering highly targeted, clinically-backed health solutions.

• Increased Regulatory Scrutiny: As the market grows, governments and regulatory bodies will likely increase scrutiny on health claims, leading to stricter guidelines and enforcement to protect consumers.

• Sustainability as a Core Function: Beyond personal health, the "function" of a product will increasingly include its environmental and social impact, with consumers demanding sustainable and ethically sourced functional ingredients.

• Digital Integration: Apps and digital platforms will play a larger role in helping consumers track their intake of functional ingredients, understand their benefits, and discover new products.

Areas of innovation: Crafting the Next Generation of Functional Delights

• Next-Gen Functional Ingredients:

  • Precision Probiotics & Postbiotics: Developing highly targeted strains of probiotics and their beneficial byproducts (postbiotics) for specific gut health benefits, potentially linked to mood or immunity.

  • Bioavailable Adaptogens: Innovating with adaptogens (e.g., ashwagandha, reishi) to improve their bioavailability and ensure effective delivery in food matrices without flavor compromise.

  • Nootropics for Cognitive Boost: Exploring and integrating advanced nootropics (brain-boosting compounds) that offer measurable improvements in focus, memory, and mental clarity.

  • Personalized Micronutrient Delivery: Developing systems for delivering customized combinations of vitamins and minerals based on individual needs, potentially through smart packaging or subscription models.

  • Upcycled & Sustainable Functionals: Innovating with functional ingredients derived from upcycled food waste or sustainably sourced novel plant compounds, aligning with environmental values.

• Advanced Delivery Systems:

  • Microencapsulation Technologies: Enhancing the stability and efficacy of sensitive functional ingredients by encapsulating them within the chocolate matrix, protecting them from heat, light, and oxidation, while also masking undesirable flavors.

  • Controlled Release Mechanisms: Developing chocolate formats that allow for the controlled release of functional ingredients over time, providing sustained benefits (e.g., prolonged energy, gradual relaxation).

• Sensory Innovation & Flavor Pairing:

  • Flavor-First Functional Blends: Dedicated R&D to create functional ingredient blends that naturally complement chocolate's flavor profile, rather than detracting from it. This could involve using botanicals or spices with inherent functional properties.

  • Texture Enhancement: Innovating with ingredients that not only provide functional benefits but also enhance the mouthfeel and texture of chocolate, such as fiber-rich prebiotics that add creaminess.

• Digital Integration & Traceability:

  • Blockchain for Transparency: Implementing blockchain technology to provide consumers with end-to-end traceability of functional ingredients, from farm to finished product, building trust and verifying claims.

  • Smart Packaging with QR Codes: Utilizing smart packaging with QR codes that link to detailed information about ingredients, their benefits, scientific studies, and sustainable sourcing practices.

• Hybrid Product Formats:

  • Functional Chocolate-Snack Hybrids: Creating innovative formats that combine functional chocolate with other healthy snack elements (e.g., nuts, seeds, dried fruit) to offer a more complete nutritional profile and diverse textures.

Final Thought: The Sweet Evolution of Wellness

Functional chocolate is more than just a passing fad; it represents a significant evolution in how consumers view and interact with their food. It's a testament to the enduring human desire for both pleasure and well-being, now seamlessly intertwined. For brands, the path forward is clear: innovate with purpose, prioritize transparency, and never compromise on the fundamental joy that chocolate brings. The future of indulgence is sweet, smart, and ultimately, responsible.

Source: https://foodinstitute.com/focus/is-functional-chocolate-as-healthy-as-advertised/