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Thanks Nathalie, although it wasn't my first thought, I think you're on the money- in fact half the batle was linking it to 'alicament'. Thanks everybody for your help. 4 KudoZ points were awarded for this answer
Explanation: I think this refers to food products which have been fortified with vitamin or similar (eg. omega-3) supplements that are supposed to have health benefits - vitamin-B or folate fortified cereals are an obvious example, and the French reference below refers to 'omega-3 yoghurts'.
Give that such foods are highly processed, presumably the idea is to focus on foods that deliver their nutrients organically (look for omega-3 in a fish and not a yoghurt...)