Food labeling encourages food companies to provide food more in tune with consumer values  Innovation is inevitable. That holds true for food industry as much as any other industry – and the food companies want to share their progress with the consumer to benefit from it. With the impact food labeling has on consumer choices, companies turned the issue on its head, producing food that is more in tune with what the people want and using labels to tell us about it.  An example is PepsiCo’s “Smart Spot” program that is intended to help consumers identify healthier products – products the company developed as a consequence of consumer pressure for healthier drinks that contain less sugar. What is more, the strategy proved very profitable for the company, with the smart spot products sales increasing 13 percent or three times as fast as the rest of the business. [1]  We see that companies were able to adapt to the pressure labeling created with excellent products, in tune with consumer values, and make a profit as well.  [1] Warner, M., Under Pressure, Food Producers Shift to Healthier Products, published 12/16/2005,  , accessed 9/15/2011