India: Putting processed food on top shelf.

NEW DELHI, July 14. FOR all those equating processed food with junk food, here's something to chew on. The Department of Food Processing Industries (DFPI) is embarking on an advertising blitzkrieg to bust the myth, associating processed food with fast food.

The generic campaigns, highlighting the unique selling proposition (USP) of processed foods, will seek to focus on the all-season availability of processed food, as against the seasonal limitations of fresh fruits and vegetables, DFPI sources told Business Line.

Consumers will now be enlightened on the health aspects of fruit juice or the benefits of protein-rich mushroom, for example, courtesy DFPI's …