Advertising Age reports that Kraft Foods’ relationship with the South Beach Diet has had a positive effect on the manufacturer’s bottom line. Products keyed to the low-carb diet have generated $170 million in sales during the past 10 months – a healthy number considering that $100 million in sales would have reflected the line’s success.
The numbers also come as something of a surprise because the low-carb fad has been waning over the past year, and many analysts thought that the South Beach connection was unlikely to do Kraft much good.
The numbers also come as something of a surprise because the low-carb fad has been waning over the past year, and many analysts thought that the South Beach connection was unlikely to do Kraft much good.
- KC's View:
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Count MNB among the analysts who thought wrong on this one.
Clearly, despite the diminishing media being garnered by low carb and the move by consumers onto new fads, a reduction in carbs continues to be a goal for many people trying to drop some weight. Of course, it helps that the South Beach Diet has not been identified as being as hard-core low-carb as, say, the Atkins Diet.
Hard to say what the long-term trend will be, but apparently there is life in this thing yet.
