The purpose of this study is to observe the differences between how companies work with functional and organic food, in terms of marketing as well as target groups and their uncertainties concerning the products. We also intend to investigate whether the products create added value for the consumer. We do this because we belive there are informational gaps where the businesses understanding of these phenomena are not taken into account in earlier research. To answer the purpose we used a qualitative approach consisting of interviews with food companies in Sweden as well as an analysis of food company websites. The theories explain the companies target groups, the target groups perception of the value of the products and what price they would be willing to accept. The theories include how people accept a product differently and at different times and that uncertainties regarding the products can prevent people from buying them. The results show that there are clear differences in the marketing of functional and organic food. However, there are similarities in how the different companies market their functional food and how they market their organic food. The target groups for the different product categories are also very similar between the different companies. Both functional- and organic foods provide added value for the consumer and they are therefore willing to pay more for these products than for their traditional counterparts. One of the most significant contributions that the study provides, is that it clarifies how marketing is affected by consumer uncertainty.