“Consumers are starting to realize that all fat is not bad," said Innova's Lu Ann Williams, noting a greater interest in unsaturated fats. But she added: "We’re seeing a resurgence of 'real butter'...Butter, which is a saturated fat has that natural halo, so it’s ok and it’s real and that makes it permissible to eat it." Mars bars now claim the product contains ‘100% pure cocoa butter'. Brigitte Bayart of Cargill said this claim was common in artisan chocolate shops, but was beginning to move to mass-market goods. The webinar added that interest was growing in natural grains in snacks such as quinoa and chia and naturally occurring sugars. Innova noted a surge in no added sugar claims and use of concentrated fruit juices as sweeteners.