Consumers have been examining ingredient lists for years, but the growth of the wellness industry has brought this behavior to the forefront. It is no longer sufficient for a granola just to be dubbed a granola; consumers want one that delivers more than just good taste. "If you think of wellness as a hobby, like wine tasting or music collecting, consumers always want to find the next new thing...." How much is the wellness trend like fashion, where "hot" ingredients - e.g. soy, flax and hemp, currently - can drive trends across categories?

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