The health and wellness trend is pervasive, as seen by not-so-fad diets that are influencing dietary claims decorating packaged products. Some well-established dietary preferences continue to grow in popularity, such as vegan and paleo, but now, increasingly specific and more individualized claims like ketogenic, Whole30 and FODMAP-friendly also are becoming more common. These diets are gaining traction because one size doesn’t fit all when it comes to health/wellness and nutrition. Consumers demand products that meet their individual biological needs, while also seeking nutrient-dense products conducive to their busy lifestyles. Ingredients that deliver a variety of health benefits are making their way into portable products across categories, including bars, clusters, chips/other snacks, desserts and, of course, beverages.

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