Functionally Fortified Products Still Dominate the U.S. Market

Nutrition Business Journal's sales estimates for the U.S. functional food and beverage industry are comprised of two product categories: “Functionally fortified” offerings that have had an ingredient added to increase the functionality of the product, such as The Coca-Cola Co.'s Minute Maid Heart Wise orange juice with plant sterols and other added ingredients to help lower cholesterol; and “inherently functional” products that are marketed for the

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