'You are what you eat' notwithstanding, it is only recently that most consumers have become interested in the technical details of their food's composition, production and transport. With obesity and climate change now major concerns, and 'localvore' and 'food miles' entering the lexicon, shoppers are clamouring for information. And many food companies are happy to supply it, resulting in a dizzying array of multicoloured labels and claims.
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