The U.S. Food and Drug Administration (FDA) regularly conducts a survey to assess Americans' attitudes toward and knowledge of health and nutrition and has specific guidelines regulating food labels. The increasing importance of food label information to consumers makes it crucial for businesses to understand what their target markets value and what they should put on their labels. Several studies investigated the effectiveness of food labels, specifically sugar free, fat free, and trans-fat free, with mixed results. Relatively few focused on the Generation Y demographic.
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