Diet brands slammed by Which?

Diet food brands and weight loss products are little better than their full fat counterparts, according to a new report released by consumer watchdog Which?. Brands such as Kellogg’s Special K and Weight Watchers were among those to be named and shamed.

Following an analysis of calorie, fat and sugar levels of a number of diet and light variant products Which? found that the low fat cereal Special K contained the same amount of calories at 171 per 30g as Kellogg’s Cornflakes. It also has more calories than Kellogg’s Branflakes.

Nutritionally, the report also found that Weight Watchers thick sliced white bread was so similar to Warburtons Toastie sliced white and Asda Danish white bread that consumers were better off simply buying what they preferred eating.

McVitie’s Lights digestive biscuits was found to contain less fat than McVitie’s Original biscuits but more sugar.

The consumer watchdog has however advised that consumers buy low-fat sausages in supermarkets as they contain a lot less calories and fat than regular sausages.

Which? surveyed more than 2,500 of its members and found that last year 51% had bought foods or drinks to help them lose weight.

Nikki Ratcliff, head of services research at Which?, says: “If you’re looking for a New Year quick-fix to shed a few pounds, weight-loss products aren’t the answer.

“Just because foods are labelled as light or advertised as diet brands doesn’t mean that they’re the lowest calorie option. Look at other similar products on the shelf – you might find some that don’t brand themselves as light actually have fewer calories or less fat or less sugar, so you’d be better off buying them instead.”

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now