In recent years, the market of functional foods has grown mainly in developed countries. The Asian-Pacific region, the USA, Canada and Europe consume 78 per cent of total sales (Vicentini et al., 2016). This growth is due to demographic changes as the increase of life expectancy that generates consumers more aware of their health, incorporating in their diets new foods that promise to improve and prolong their quality of life (Vecchio et al., 2016). This phenomenon has influenced other emergent markets like Mexico and Brazil that are the highest consumers of functional foods in Latina America (Vicentini et al., 2016). In Mexico as in other countries, the economic development, and demographic and socio-cultural changes have also promoted modification of lifestyles in different social strata of the population (Espinoza-Ortega et al., 2016). A negative effect of these changes is reflected in the high incidence of diabetes (9.5 per cent) and high overweight in more than 70 per cent of adults (INSP, 2016). From this, Mexican consumers seem to be willing to incorporate foods