Safeway to label low-carbohydrate products

Safeway is looking at introducing in-store labelling highlighting products that contain less than ten per cent carbohydrates, following the popularity of the controversial low-carbohydrate Atkins Diet.

No supermarket has yet supported the trend towards eating low-carb products with a specific marketing campaign. If the supermarket proceeds with the initiative then it will use on-shelf labelling marking out in-store areas where low-carb products, such as Anheuser-Busch’s Michelob Ultra, can be found from next January.

The push will coincide with the post-Christmas diet wave and extend to products that have less than ten per cent fat. Safeway already has a range devoted to products with less than three per cent fat, called Eat Smart.

Other brands to have capitalised on the Atkins fad include sandwich chain Benjy’s, which has introduced a range of low-carb breakfast and lunchtime products, and Heinz, which has launched One Carb Ketchup in the US (MW October 9). The popularity of the Atkins Diet has been so great that it has hit sales of Unilever’s Slimfast brand.

Last week, members of the health select committee investigating obesity questioned supermarket chiefs and put forward various suggestions to encourage healthy eating, including the removal of sweets from check-outs. Asda has announced that it will be test-marketing sweet-free check-outs, bringing it in line with Tesco, Sainsbury’s and Safeway.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here