We live in a society that is very receptive to healthy eating. Functional foods and dietary supplements are the two main representatives of the new food concept. Functional foods intentionally contain specific additives that positively influence the physiological functions of the human body through their health-promoting effects. Diffusion is the process by which an innovation is communicated over time among the members of a social system through certain channels. According to Rogers, the diffusion process can be divided into four main elements: the innovation, the communication channels, time, and the social system. Within the framework of the problem, the question arises as to how the diffusion process of innovations can be combined with functional foods.