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http://www.fooddive.com/news/a-balancing-act-does-getting-acquired-tarnish-the-health-halo-of-better-fo/441050/ Filiberto Amati, a partner at branding firm Amati & Associates, said that when a conventional food or beverage producer buys a better-for-you brand, it usually is hoping to tap into a profitable niche where it would typically have no credibility to operate. “Normally, they keep the brands separated, albeit they leverage