13.28 Acceptance of functional foods. Functional foods are foods that are fortified with health-promoting supplements, like calcium-enriched orange juice or vitamin-enriched cereal. Although the number of functional foods is growing in the marketplace, very little is known about how the next generation of consumers views these foods. Because of this, a questionnaire was given to college students from the United States, Canada, and France.¹⁸ This questionnaire measured the students’ attitudes and beliefs about general food and functional food. One of the response variables collected concerned cooking enjoyment. This variable was the average of numerous items, each measured on a 10-point scale, where 1 = most negative value and 10 = most positive value. Here are the means: