Quantifying sales and growth within the functional food and beverage industry is a Herculean task on many levels. Adding to the complexity of such quantification are the hundreds of products that have entered — and been pulled — from the market and the lack of a regulated definition of what qualifies as a functional food or beverage. Also, many functional food and beverage companies are private and hold their sales and growth information close to the vest. To develop our 2009 U.S. functional
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