Some in the confectionery industry believe healthier versions of chocolate, candy and gum can become part of the health food market, but others remain skeptical. Thomas Jahn at private label gum firm Fertin Pharma sees a future for fortified gums, while Scott Bush at DuPont Nutrition & Health is optimistic bars with probiotics can attract those who want to eat healthier. However, Rinus Heemskerk at ADM Cocoa says, "Consumers buy our products because they like them, not because they want to be healthier."

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