U.S. marketers of digestive health products have long had a tough time getting mainstream Americans to think about the function and chemistry of the small and large intestines. While fiber products such as Metamucil (Procter & Gamble) have carved out a strong business in mass market channels, probiotics, enzymes, digestive herbs and other products have had a harder time breaking out of the natural and direct channels.
But in 2006 the mass market gut health product space
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