Packaged Facts conducted a U.S. consumer survey in February that found 45% of respondents looked for whole grains in bread, 34% thought high fiber was important and 28% searched for no trans fats. "The negative removed claims are still there -- they are still important, it's just that the paradigm has expanded to include these positive attributes. We're expanding beyond simply thinking of negative removes," said David Sprinkle, research director of Packaged Facts.

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