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the booming energy drinks market has prompted advertising agency liquid billboards to use the beverage in publicity campaigns. the company adds graphics and advertising to the cans of a european-made energy drink to create designer beverages. \"private label energy drinks develop \'good will\' and create \'direct marketing channels\' to reach specific groups of consumers for big profits from a little can,\" said jeff weiss, president of liquid billboards.

the european market for diet foods is likely to grow steadily over the next few years as the population continues to grow heavier and more out of shape, according to a new report from market analysts datamonitor. the persistent media image of the ideal body has made consumers more conscious of their own figure, the report suggests, in turn fuelling the growth in the dieting market. but it is about more than just losing weight, datamonitor suggests - people are now keen to hone and tone their bodies as well, and this impetus should push the value of the diet market to something in the region of €96 billion by 2006, the report predicts.

acquisitive us private equity group hicks, muse, tate & furst is keen to buy up more british food businesses and expects to be running its major premier foods unit for the next few years before seeking an exit, a partner of the firm told reuters. hicks muse is keen to take a longer view than some other private equity groups, nearly three years after taking over food group hillsdown, while other private equity controlled uk food groups are already planning floatations or trade sales.

organic farming may produce lower yields, but in the long run it is more efficient and is much easier on the environment, swiss researchers have reported. organic farms have more fertile soil and a higher biodiversity, both of which have been shown to increase efficiency, the researchers report in friday\'s issue of the journal science . paul mader of the research institute of organic agriculture in frick, switzerland, and colleagues at the swiss federal research station for agroecology and agriculture in zurich spent 21 years comparing conventional farming to organic farming, which uses no synthetic pesticides or fertilisers.

a number of recent acquisitions by irish food ingredients, flavours and consumer foods group kerry will help the group post 2002 results in line with market expectations, managing director hugh friel said at the company\'s annual general meeting. friel said that a number of acquisitions in the ingredients and consumer foods sectors had been completed since the end of the 2001 fiscal year at a total cost of €117 million.

athletes who participate in \"extreme\" exercise such as marathon running may benefit from taking daily antioxidant supplements, finds a new study. the study, published in the european journal of physiology , suggest that taking antioxidants, such as a mixture of vitamins c and e and beta-carotene, provides extra protection during strenuous exercise, and that maintaining adequate levels of antioxidants could decrease the risk of infection.