Nearly all consumers (93%) polled for the 2009 International Food Information Council Foundation Food & Health survey agreed that exercise plays either a great (62%) or moderate role (31%) in maintaining and improving overall health. Entering the market are a number of niche sports drinks catering to those who are active. Claims most frequently hitting store shelves as part of new introductions are vitamin/mineral fortified, according to Mintel's Global New Products Database. But what ...

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