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. 2018 Sep 18;8(8):e021387. doi: 10.1136/bmjopen-2017-021387

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© Author(s) (or their employer(s)) 2018. Re-use permitted under CC BY-NC. No commercial re-use. See rights and permissions. Published by BMJ.

This is an open access article distributed in accordance with the Creative Commons Attribution Non Commercial (CC BY-NC 4.0) license, which permits others to distribute, remix, adapt, build upon this work non-commercially, and license their derivative works on different terms, provided the original work is properly cited, appropriate credit is given, any changes made indicated, and the use is non-commercial. See: http://creativecommons.org/licenses/by-nc/4.0/.

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Process flow diagram of category decisions. Data were collected using yogurt as a search term within the UK’s top five online supermarkets between 7 October 2016 and 16 November 2016. Products were classified into different categories as shown.