They become more willingtopayfor their own health care spending, directly or via very high deductible catastrophic insurance and health savings accounts for tax efficiency or tax neutrality.
The push is two-fold: Pull in an ageing population that professes to be more worried about what it eats (and is more willingtopay a bit more for "healthful" products), and get out ahead of health advocates and opportunistic lawyers who are eager to blame food companies for every ounce of unwanted fat Americans continue to put on.