"With the U.S. government set to issue new dietary guidelines for Americans in January," food industry groups and PR firms [3] are preparing to capitalize on the recommendations, writes PR Week. Burson-Marsteller [4]'s U.S. brand marketing director thinks "food companies will develop more functional foods [or 'techno-foods'] [5]and products whose ingredients have specific health benefits." She predicted, "Fiber is the next low-carb." The founder of the Food & Wine Radio Network countered, "Pepper is the new salt." But she warned that major food companies have low credibility. They will face "the same obstacles as big tobacco [6]" when trying to convince consumers they really care about customers' health.