Morton Salt became the first functional food, or "phood," when it added iodine to its salt in 1924, and now Kraft says half of its 75 new products have a "health and wellness" focus. Consumers appear to be becoming more comfortable with enhanced foods such as SunSweet juice with added lutein and Kellogg's cereal with added soy protein. "There's a lot of research and development going on into what kinds of products people want, what kind of products can we produce to meet the demand -- that taste good and will be successful in the marketplace -- and how do we communicate the benefits," said Michael E. Diegel of the Grocery Manufacturers of America.

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