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Compiled From: "Fortified Foods Market"
Abstract from full report:

Americans' obsession with their health, combined with a high-pressure life style that leaves little time for food preparation, has created a $10 billion business in cereals, juices and other foods fortified with the vitamins and minerals missing from a hurried family's diet. Appearing as line extensions in a half dozen food categories, the fortified foods market is notoriously hard to track. This new study examines the regulatory environment, analyzes the growth and product trends shaping the market and inspects the changing retail picture. It also unveils the marketing and promotional strategies of major players such as Kellogg's, General Mills, PepsiCo, Coca-Cola, Novartis, Heinz and many others. Finally, the study takes a look at differences and commonalities among consumers of fortified cereals, breads, juice drinks, baby foods and snacks.

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