South Beach Diet set to storm Atkins market…

The South Beach Diet, the latest reduced-carbohydrate eating plan from the US, is tipped as the next dieting phenomenon in the UK, where it will be launched in December.

The book of the diet, written by cardiologist Dr Arthur Agatston, is expected to challenge the dominance of the controversial Atkins Diet. The South Beach Diet, published in paperback by Headline, will be supported by a major marketing push through women’s magazines and national newspapers.

Food industry insiders predict that the diet will be popular, as it works on similar principles to Atkins’ diet plan, but has a more conservative approach. It allows followers to eat carbohydrates that are high in fibre and nutrients and low in starch and sugars, such as vegetables and salads. It also allows coffee, tea and wine.

The predicted success of the South Beach Diet may benefit those food and drink manufacturers that have developed products for people who follow low-carbohydrate diets.

Drinks company Anheuser-Busch has already launched Michelob Ultra, a low-carbohydrate beer, in the UK; and food giant Heinz is about to introduce a low-carbohydrate tomato ketchup, One Carb Ketchup, in the US (MW last week). If the product is successful, it is likely to be launched in the UK.

Last week, sandwich chain Benjys became the first high street retailer to stock low-carbohydrate confectionery.

The Carbolite range, which is on sale in the US, includes three chocolate-tasting products and costs 95p.

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