Additives Add New Healthy Sales Pitch to Food

A report released by Pricewaterhouse Coopers last week shows that buyers are increasingly warming to the idea of nutrients that claim to make once unhealthy food healthy.

The report highlights added calcium, vitamins, folic acid and more as some of the key offenders, and says that consumers are willing to pay for these nutriceuticals even during a credit crisis.

Americans spend the most on products laced with such additives.

Some opponents have criticised the addition of nutrients to foods commonly known to be unhealthy such as margarine, saying that not enough research has been done into how much nutrients can be taken for a positive affect, or whether the good weighs out the bad at all.

Soft drinks are some of the main offenders in the group, as are dairy products such as yoghurt, fibre-laced products such as cereals and candy bars.