Today, consumers are becoming more health-conscious. The Food Standards Agency conducts surveys to track changes in behavior and attitude, with regards to food standards and safety, allowing trends to be measured. People are taking a more active interest in their diet by checking labels, and trying to eat more fruits and vegetables. Surveys have shown that 43% of people in 2000 were aware that we should eat at least five portions of fruit and vegetables a day, and in 2005 that number increased to 67%. More people are checking the nutritional information on food labels. About 48% of people say they check the sugar content, increasing from 28% in 2000. The Coca-Cola Company has shown an interest in their consumer's attitudes towards health. The introduction of the first generation was marketed as a medicine, with the then popular ingredient, cocaine. When it became general knowledge that cocaine could be harmful, the company did what they could to remove it. With public health consciousness rising, Cola-Coca introduced a product that could appeal to these consumers. This product would have less sugar, and have vitamin enhancements.

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