Word: wheats
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Dates: during 2000-2009
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Since their year-end launch, Sara Lee Delightful's wheat and white varieties have become the top-selling low-carb breads and No. 9 and No. 17 overall...
Nutritionist Ann Louise Gittleman zeroes in on "FALSE FAT," water retention triggered either by dehydration (ah, the irony) or by common allergies or sensitivities to a trio of sin foods (wheat, dairy and sugar). Her fat-flushing, "liver-loving" low-carb diet calls for drinking eight glasses of cranberry water a day to deter water retention and help clean up cellulite, plus a glass of hot water with fresh lemon juice to aid fat metabolism and stall carbohydrate digestion...
...proud, artisanal group, lambaste the anticarb crusade as a much hyped fad akin to the low-fat craze of the '90s. But they're still racing to de-carb themselves faster than the doughboy next door. Hedging their bets may be a smart move, since Americans eat 7% less wheat flour today (137 lbs. annually) than in 1997, according to the U.S. Department of Agriculture. The bread industry's research found that 40% of consumers cut down on bread last year compared with 2002. Not to mention pasta, potatoes and pizza...
Schaps now sells soy flour--and wheat gluten--based bread, which comes in flavors like cinnamon chip, that contains about a third of the carbs of regular loaves. The new offerings represent about 5% of sales, and many of these, he says, are to fresh customers as opposed to recipe switchers. But the reformulated loaves with the subtly spongier texture may not swing the pendulum back anytime soon. "I wouldn't eat enough to justify getting a whole loaf," said low-carb dieter Sue Hagedorn, who was buying her son an oversize cookie at a full-carb bakery down...
Next door to Schaps' Illinois shop, another starch purveyor has launched a counteroffensive. The Homemade Pizza Co. is whetting local interest with reformulated, reduced-carb pies. The shop claims to slice 40% off the carb load by replacing white flour with whole wheat and eliminating sugar from the dough. But those modifications surely won't cut it for some. Bearno's pizza chain, based in Louisville, Ky., is finding a ravenous market for entirely crustless creations that feature a base of mozzarella cheese to support the sauce and toppings. "It's pretty flimsy," admits managing partner Robert Mooney...