Slimming brand Weight Watchers is to give in to pressure from low-carbohydrate diets, and other food manufacturers, with the launch a range of low-carbohydrate ready meals this autumn.
The range, which will be made under licence by Heinz, will aim to offer more choice to followers of reduced-carbohydrate diets, such as Atkins or South Beach. It is understood there will be three variants. The range is likely to receive significant advertising spend and will include a television campaign.
Food manufacturers are increasingly focusing on low-carbohydrate products. Heinz has launched a low-carbohydrate version of its ketchup, One Carb Ketchup, in the US and it will be arrive in the UK if it is a success (MW October 9, 2003).
Unilever Bestfoods has introduced a range of sauces and dressings under the Carb Options range in the US and will bring them to the UK this year (MW March 18). Last week, Nestlé Rowntree said it would launch low-carbohydrate versions of its Kit Kat and Rolo chocolate bars.
Atkins Nutritionals has been working to break into the UK market with a range of products, including cereal bars and milk shakes. It has also launched a range of chocolate bars – Atkins Endulge (MW March 25).