Food Claims Baffle Shoppers

ORLANDO, Fla. American consumers are so overwhelmed by strident and conflicting claims about whether certain foods offer a health benefit, that many are reduced to ignoring all such information and relying on common sense. That's the opinion of Irene Rosenfeld, chief executive officer, Kraft Foods, who spoke at last week's Food Marketing Institute Midwinter Executive Conference here. She said information

ORLANDO, Fla. — American consumers are so overwhelmed by strident and conflicting claims about whether certain foods offer a health benefit, that many are reduced to ignoring all such information and relying on common sense.

That's the opinion of Irene Rosenfeld, chief executive officer, Kraft Foods, who spoke at last week's Food Marketing Institute Midwinter Executive Conference here. She said information gathered by Kraft shows that consumers are overwhelmed by the sheer volume of h

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