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Innovation is the lifeblood of brands. Without it, a brand - or, indeed, a whole sector - will find itself washed up on the shores of irrelevance.
Right now, innovation is a particularly relevant watchword for the makers of food and drink products aimed at children.
One imagines that with the change of government, with 'big nanny' replaced by Big Society, these companies could breath easier.
Fat chance. The snack industry is back on the naughty step with a recent study (see page 21) concluding that feeding toddlers processed foods not only adds to their waistlines, but also reduces their IQ. Lobbyists for healthy eating could hardly ask for tastier …