Kraft Foods plans to bring its low-carbohydrate brand, CarbWell, to the UK in an attempt to appeal to health-conscious consumers.
The food manufacturer was quick to respond to the growing concerns about obesity, announcing last year a strategy to cut portion sizes, improve nutritional quality and take more responsible approach to market. But it decided to scrap the plans (MW June 10). The company has been slower to respond to the low-carbohydrate trend, and it is understood that the CarbWell range aims to address that.
CarbWell, launched in the US earlier this year, is a range of low-carbohydrate products under its existing brands. It includes a range of salad dressings, cereals and cereal bars, sauces and biscuits.
The popularity of lower- or reduced-carbohydrate diets has led to a raft of new product launches. In the US, Heinz launched a low-carbohydrste version of its tomato ketchup, One Carb Ketchup, last autumn (MW October 9, 2003).
Unilever Bestfoods has also launched a range of products under its CarbOptions range (MW March 18). The range, which includes low-carbohydrate versions of its Knorr brand, is being rolled out to stores now.
Some industry insiders believe that the low-carbohydrate trend in the UK is already waning and that consumers are more interested in developing a balanced diet.