In our present work, we have succeeded in defining the outline of a subject that at first sight seemed very broad. Moreover, by focusing on the new market of ultra-fresh snacks, we have managed to deconstruct the trend taken by the manufacturers by going all the time towards novelty and innovation. The semiotic analysis of the packaging allowed us to highlight the slightest messages conveyed by the latter, and above all to highlight the different positioning and values of the same product. However, the ultra-fresh snack segment is only one example among many in the functional food universe. Since its inception, new products have always been created, succeeded or failed over a long or short period of time before disappearing, as in the case of Danino ice cream or Danone's Danao juice. Manufacturers are forced to align themselves with restrictive European directives and to accommodate consumer demands, the most important of which is the health issue.