Fast feeders are using words that imply things without implying them enough to bring in the regulators: "Wholesome," "Fresh," "Natural," for example. Such terms appeal to consumers more than more
explicit claims like "low carb" and don't attract litigious scrutiny, say observers. They also don't carry associations with "bland" and "tasteless." "It's focusing on buzzwords that are vague but
that still evoke a positive feeling toward the food and toward the restaurants," says one analyst.
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