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Sluggish Sales Of “Diet” Foods Prompt Repositioning Of Major Brands

February 20, 2015: 12:00 AM EST
Big food companies are trying to adjust quickly to a trend in U.S. consumer eating preferences that is having a negative impact on sales. Americans apparently care more about simple, natural ingredients, gluten-free products, protein and ethnic flavors -- and less about calories. Nestlé, for example, is dealing with this new reality by repositioning its Lean Cuisine frozen dinners as a ”healthy eating and healthy lifestyles” brand, rather than a diet food. The company is also introducing new ethnic flavors such as Sweet & Spicy Korean-Style Beef. Kellogg is deemphasizing weight loss in its Special K snack bar line to focus more on healthy ingredients, even if they are calorie-packed.
Anjali Athavaley, "Food companies aim to reinvent diet foods to stay relevant", Reuters, February 20, 2015, © Thomson Reuters
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