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NBJ

Customers Shy Away from Condition-Specific Marketing

Low-carb products boost sales of soy ingredients, fuel business at TIAX

Health-oriented projects represent around three-quarters of business at the Food and Beverage Technology division of TIAX LLC (formerly Arthur D. Little’s Technology & Innovation business). Interestingly, despite having access to a variety of health claims, food manufacturers are tending to shy away from linking products to specific health conditions in favor of appealing to the widest possible circle of consumers, according to Kathie Wrick, division principal.

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