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LOW-CARB DIETERS SEEK LOWER-FAT OPTIONS, LOOK TO INCREASE VARIETY AND CONVENIENCE TO OVERCOME THE "LOW-CARB BLAHS"
Mar 29, 2004
LOW-CARB DIETERS SEEK LOWER-FAT OPTIONS, LOOK TO INCREASE VARIETY AND CONVENIENCE TO OVERCOME THE "LOW-CARB BLAHS"

BATTLE CREEK, Mich. - The recent controversy swirling around the appropriate amount of saturated fat in low-carb diets such as Atkins has led many consumers to look for creative ways to reduce fat intake without compromising their low-carb diet. At the same time, many dieters are developing a case of the "low-carb blahs" as they adhere to a strict regimen that offers limited food options.

A recent survey by Morningstar Farms highlights the significance of this shift, showing that the combination of low-carb foods coupled with reduced fat was important to more than half (56 percent) of low-carb dieters. Women (60 percent) were more likely than their male counterparts (50 percent) to note that food that is both low-fat and low-carb would help them when following a diet like Atkins, South Beach or the Zone.

The survey also concluded that:

More than six in 10 dieters rank having more "low-carb" food options important.

More than half (54 percent) suggest that convenient, ready-made foods are key to their success.

Primary grocery shoppers among the low-carb dieters (62 percent) cite having a variety of food options as the most important factor that would help them follow their dietary regimen.

More than one-third of low-carb dieters (37 percent) say learning more convenient food preparation is an important factor in maintaining their new eating habits and lifestyle.

"There are a number of reasons to be concerned about the long-term health implications of diets that are high in saturated fat," said Ruth Lahmayer, M.S., R.D., nutrition expert and former national spokesperson for the American Dietetic Association. "Additionally, as this and other studies have shown, there's mounting evidence that consumers following many of today's popular low-carb diets often fail due to a lack of varied options."

"Foods from Morningstar Farms are great for most weight-loss programs and address one of the key reasons many consumers don't succeed on popular diets - they get bored and give up because they crave a broader range of options," said Tony Palmer, president of Kellogg's natural and frozen foods division.

"Morningstar Farms foods are great for almost anyone, but they can be a virtual 'tow truck' for consumers stuck in a low-carb rut," said Lahmayer. "There are 13 products that are low in carbohydrates and fat, helping consumers overcome all three major low-carb concerns - variety, convenience and fat - and all without sacrificing taste."

The 13 Morningstar Farms foods have package labeling alerting consumers to their low-carb, lower-fat status. Products include Better 'n Eggs, Veggie Breakfast Sausage Links, Veggie Breakfast Sausage Patties, Veggie Breakfast Bacon Strips, Burger Style Recipe Crumbles, Ground Meatless Crumbles, Scramblers, Better 'n Burger, Grillers Original, Grillers Prime, Harvest Burger Original, Sausage Style Recipe Crumbles, and Tomato & Basil Pizza Burger.

The Morningstar Farms brand is part of Worthington Foods, acquired by Kellogg Company in 1999. Morningstar Farms offers the industry's largest variety of veggie foods and leads the meat alternative category.

With 2003 sales of nearly $9 billion, Kellogg Company is the world's leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, frozen waffles, meat alternatives, pie crusts, and ice cream cones. The company's brands include Kellogg's, Keebler, Pop-Tarts, Eggo, Cheez-It, Nutri-Grain, Rice Krispies, Murray, Austin, Morningstar Farms, Famous Amos, Carr's, Plantation, Ready Crust, and Kashi. Kellogg products are manufactured in 17 countries and marketed in more than 180 countries around the world. For more information, visit Kellogg's web site at www.kelloggcompany.com.

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