Americans are crazy for health claims. According to a report from Pricewaterhouse Coopers, even in a recession, people will pay big bucks for food that says it will prevent health problems or provide a healthy alternative to sugary snacks, the Associated Press writes. The emerging line of products, which the food industry has dubbed "nutraceuticals" or "functional foods" account for more than $27 billion in sales per year, or about 5 percent of the U.S. food market. Growth rates of 8.5 to 10 percent are expected in this field, compared to 1 to 4 percent for the food industry as a whole. According to a senior nutritionist for the Center for Science in the Public Interest, the fortified juices and B12-laced candy bars are "really just junk food dressed up to look prettier than it is."