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We sat down with Jack Brennan, managing partner of consumer products advisory firm GBS Growth Partners, who offered some specifics on what entrepreneurs need to be wary of when crafting a business plan.

Consumers are constantly updating their definition of “healthy,” and because their preferences for ingredients and functional benefits are evolving, companies need to stay on top of what is new and engaging. That was one key in finding in Deloitte’s recently released study, which examines purchasing behavior of American consumers as it relates to national food, beverage and household brands.