Key-wording products and positioning them to leverage on certain trending conditions, benefits, or components — “gut health,” “psilocybin,” “GLP-1s” — has distracted from scrutinizing the good ole’ ingredient list. Amplified by the conversation about chronic illness and metabolic health, people are interested in getting as close as possible to the origin and understanding of what they are putting in their bodies, whether milling their own flour or dining out.

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