Word: carbs
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...require two years from concept to shelf. Diet foods are trickiest because a company must determine the trade-off between taste and calorie count that will please the most people. Sara Lee, recognizing that its carbcentric baked-goods line is vulnerable, has begun marketing Delightful breads with fewer carbs. The company sees a secondary market for low-carb products: the world's 171 million diabetics, for whom carbs can be a deadly sin. The number of diabetics will grow to 366 million by 2030, according to World Health Organization estimates released this week. "Low-carb products will make it easier...
Unilever is investing more aggressively than most in carb counting. It rushed the Carb Options line--the company's largest brand launch in two years--to market in a blistering 12 months, half the usual time for new products. Mike Polk, chief operating officer of Unilever Bestfoods North America, predicts that sales of low-carb packaged foods will almost double, to $700 million, this year and will rise to $1 billion in 2005. "We want to be a big share of that market," he says. One reason that Unilever is embracing low carbs is that its Slim-Fast line...
...CARB AISLE...
...have noticed the additional shelf space that low-carb goods are getting in your supermarket. The Albertson's chain now offers more than 100 low-carb products, compared with just 10 less than a year ago. "We found it's having a profound effect," says Andrew Kramer, Albertson's director of ethnic marketing and specialty foods. Sales in his category more than doubled last year, led by growth in low-carb lines. Meanwhile, the central action alley at Wal-Mart SuperCenters crammed some 200 low-carb products into a 16-ft. run during prime dieting season after New Year...
...CARB MENU...