Loading up on carb science

In a world where everyone seems to be telling consumers to cut back on carbs, from a food industry point of view, there is an education job to be done here: this message hasn’t filtered through to the recreational athletes and consumers who invest in fitness as part of a healthy and active lifestyle. For food and nutrition companies, this consumer group represents a growing and valuable target market. Performance and active nutrition are growing segments (CAGR > 10%), driven by active lifestylers looking for more nutritious, protein-enriched and health-benefit powered propositions.

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