A study by the University of Cambridge in April 2014 has put fat as an ingredient back in the media spotlight. The study shows that total saturated fat has no association with heart disease. While the scientific community has criticized the study, many consumers are now focusing on limiting sugar and increasing protein in their diet rather than focusing on fat consumption. This trend is leading to small growth in foods such as butter and reduced sugar packaged food and a small decline in reduced fat packaged food.
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