Food Meds: Health claims on products is all the rage

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Food Meds: Health claims on products is all the rage

Alameda Times-Star

April 28, 2004

By Jolene Thym - FOOD WRITER

IT started out slow, with a drop of vitamin D in our milk and a dose

of iron in our bread. Four decades later, the good-for-you spigot is

wide open.

Calcium is stirred into our ice cream, vitamin C is sprinkled in our

cereal, plant sterols are slipped into our juice. Foods don't taste

different, but according to scientists and nutritionists, they deliver

more per mouthful - more of the good stuff.

The push to enrich, enhance, fortify, bolster, and otherwise increase

the nutritional value of foods far beyond their natural state has

turned into a massive food industry race. Super-fortified or

functional food is one of the fastest growing segments of the food

trade, growing five to 10 times as fast as the food industry as a whole.

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