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US FDA prices "lost pleasure" of junk food into calorie count rule

The lost-pleasure analysis was tucked into new regulations published last month by the US Food and Drug Administration.

New York

US health regulators estimate that consumers will suffer up to US$5.27 billion in "lost pleasure" over 20 years when calorie counts on restaurant menus discourage people from ordering french fries, brownies and other high-calorie favourites.

The lost-pleasure analysis,