Everything low-carb - food & consumables - Brief Article

the trend toward low-carb diets--most often associated with names like Atkins--may not be getting the high-profile attention they once did, but many vendors are introducing product or marketing that will add to its momentum in 2004.

Manufacturers of snack foods and meal-replacement products were quick to provide low-carb products, or at least more marketing-associated claims for products like jerky and nuts. Yet perhaps the most surprising category in the race to produce Atkins-friendly products--or "Atkinize" existing products--is alcoholic beverages. With Michelob's introduction of Michelob Ultra, the race was on. Soon after, Miller was touting the carb characteristics of its Lite. Willem Vanderhoeven, brand director for Amstel Light, said the marketing position for the product will continue emphasizing taste first and then low calories but will begin to "educate" consumers about its low-carbohydrate content.

Coors is getting into the act next year with Aspen Edge launching in 10 states beginning March 1. National coverage in the United States is planned by the end of 2004. That will follow on the heels of low-carb Rolling Rock Green Light, which launched in October.

Now, debating the role of alcoholic beverages in any diet is best left to the local tavern. Noteworthy to retailers is that a lot of food makers, even brewers, are spending money to promote their products as low-carb and, even if incidentally, adding weight to the low-carb surge.

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