Word: carbs
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Frito-Lay has unveiled Tostitos and Doritos Edge, in which soy protein is used in place of starch to lower the chips' carb count. Unilever has a Carb Options line of 32 products that include reformulated Ragu sauce, Wish-Bone salad dressing and Lipton tea with fewer carbs. Coors has begun marketing its new low-carb Aspen Edge to compete with Michelob Ultra. "The mainstream food and beverage manufacturers have finally made low carb a priority," says Suzanna Prong Eygabroat, an analyst at market-research firm Productscan Online...
What has shaken the food giants to act is surveys like the one from research firm Mintel International showing that 3 of every 5 low-carb dieters say they plan to limit carb intake for life. Half the people who tried a low-carb diet in the past 12 months and 1 in 3 who tried a low-carb diet more than a year ago are still limiting their carb intake, according to a Morgan Stanley study. Says Morgan analyst Bill Pecoriello: "Carb watching should hold pretty steady long after low-carb diets lose their popularity...
...Other countries are laughing at us," says Harry Balzer, vice president at NPD Group, a market-research firm that studies eating patterns in the U.S. Those slim, wine-drinking, chain-smoking Europeans chuckle at our diet and health obsessiveness, since we continue to overeat. Yet there are signs that carb counting may be working. In its latest annual report, NPD found that after six consecutive years of weight gain, the number of overweight adult Americans fell 1 percentage point, to 55%. Was it carb counting? No one really knows. But at fast-food restaurants, salad orders (low in carbs) rose...
...more carb counting becomes ingrained in our lives, the more worried many nutritionists grow. They argue that low-carb weight loss, while real, will not last for many folks, who once they stop dieting will obey their taste buds and return to the junk foods they love. "I work with a lot of people who have obsessive-compulsive food issues," says Darlene Kvist, a nutritionist in St. Paul, Minn. "Once they get that taste back in their mouth, then it's really hard for them not to want more and more...
...does carb counting work? In simple terms, carbs are digested or broken down into sugars, which then circulate in the bloodstream. As sugar levels in the blood rise, so does insulin. Peaks of insulin push the body to store excess sugar as fat. By cutting carbs, you effectively cut sugar surges and not only store less fat but also start to burn off more of the fat you have. If this were the whole story, of course, there would be little controversy and none of the colossal food frenzy being waged among companies desperate to get on the right side...