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Discusses soft gelatin encapsulation, a new concept in the presentation of food ingredients which offers many benefits including portion control, elimination of taint problems during manufacture, extended shelf‐life of product, and convenience of use. Gelatin′s properties make it particularly useful in foods as it acts as a barrier, protecting the liquid capsule contents from the outside environment and acts as a physical barrier to bacteria, yeasts and moulds. It also provides a low permeability membrane to gases, retarding the ingress of oxygen. Research shows that consumers accept soft gelatin capsules as a presentation form for food ingredients, particularly where messy or difficult to control ingredients are involved. It confirms that soft gel encapsulation offers exciting opportunities for the development of novel products in the food industry and new market opportunities.