Nanotech companies are working to fortify processed food with nano-encapsulated nutrients, its appearance and taste boosted by nano-developed colours, its fat and sugar content removed or disabled by nano-modification, and ‘mouth feel’ improved. Food ‘fortification’ will be used to increase the nutritional claims that can be made about a given processed food – for example the inclusion of ‘medically beneficial’ nano-capsules will soon enable chocolate chip cookies or hot chips to be marketed as health promoting or artery cleansing. Nanotechnology will also enable junk foods like ice cream and chocolate to be modified to reduce the amount of fats and sugars that the body can absorb.