The best of both worlds: biotech’s health & sensory benefits

Consumers try to eat healthy, they really do! It’s too bad our silly little brains are programmed to often value instant gratification over long-term benefits, or else we’d all be super-fit gym nuts with 90-year life expectancies. Anyone who’s ever made (and then broken) New Year’s resolutions to eat healthier knows what we’re talking about. Plenty of research demonstrates that even though most consumers say they’re interested in eating healthier, their resolve slips when they’re actually shopping and eating, as they’re swayed by the convenience and taste of less nutritious alternatives. Yet, rather than change human nature itself, why not
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