Looking ahead, development on the trans fat issue is likely to continue. Unlike fat-free and low-carb trends, epidemiologically driven issues like fat, cholesterol, sodium and fiber remain important, despite their ebb and flow in the media. Because the trans issue arises from technology, arguing on behalf of non-native trans fats in the diet is difficult, at best. As a result, marketers and developers will continue to face tough questions: Should products be reformulated to trans-free if quality is compromised? If quality is compromised, how much is acceptable? And presuming trans fat remains an issue, how should future ingredient technologies impact decisions developers are making today?