Vitafoods is a trade term for food products designed and marketed specifically for health-conscious consumers — foods positioned on their nutritional benefits rather than just taste or convenience. The category spans fortified foods, functional ingredients, supplements in food form, and naturally nutrient-dense products dressed in health claims. It is also the name of a major European trade exhibition for the nutraceutical industry, reflecting how the concept sits at the intersection of food and pharma. The vitafoods promise — eat this and be healthier — demands scrutiny: genuine nutritional improvements deserve credit, but health halos on sugary or ultra-processed products mislead. Regulation of the claims keeps the honest players honest.