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Additives, preservatives, artificial, natural: where is the connection and where are the differences?

Preservatives these days are under high pressure, as common ingredients as they might be in our food. When asking consumers which ingredients they are actively trying to limit, "artificial preservatives" rises high on the list of answers with 26% of consumers marking them, according to a recent Innova study, giving it the same score as "artificial additives".
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