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all naturalgluten freeMediterranean diet not a fad, buta trend gathering momentumAlthough the health message does not routinelyfeature in the marketing of Mediterranean-styleproducts, consumers generally equate this typeof food with healthy, natural and enjoyableeating. Indeed, more could be made of leveragingthe health message as a marketing platform, andthere is certainly room for development. With thestrong trend of returning to old eating traditionscurrently observable in Mediterranean countries,renewed popularity is expected to radiate outinto the surrounding markets, as well asmarkets further afield, in the near future.