In Low-Carb Era, a Pro-Carb Movement

Defenders of the carbohydrate are fighting back against the surging popularity of the Atkins and other high-protein diets.

Potato and citrus-grower groups have launched multimillion-dollar marketing campaigns after studies showed demand for their products declining due in part to the low-carbohydrate diet craze.

And the pasta industry is also raising money to fight back by advertising the nutritional benefits of its foods.

These campaigns target the estimated 10 million Americans practicing low-carbohydrate diets. The trend has prompted the food industry to respond with various "low-carb" products, as companies are finding that ignoring the fad is hurting profits.

But with little chance for a "low-carb" orange or potato, marketers of these products are having to remind consumers that not all foods with carbohydrates are created equal.

"Who'd have ever thought that orange juice would have to defend its existence?" said Frank Muir, president of the Idaho Potato Commission.

Muir defends the orange, but his real job is to promote the potato. The United States Potato Board last year found that potato consumption fell 4.7 percent from a year earlier, and responded with a $4 million advertising campaign.

Muir's commission also launched a $2 million advertising campaign late last year.

That campaign, which asks "Is there too much fad in your diet?" aims at touting the no fat, vitamin-loaded potato that has twice the potassium of a banana and 26 grams of carbohydrates.

"People have forgotten that potatoes are good for you," Muir said.

THE ANTI-PASTA

Avoiding certain carbohydrates may reduce pounds, but it's also a health risk, said Jim Bell, president of the Tampa-based International Fitness Professionals Association.

"Complex carbohydrates like fruits and vegetables are absolutely essential," said Bell, who is increasing efforts to educate the members of his group on the potential ill effects of the diet craze.

"From a scientific standpoint, your body can not operate efficiently without them," Bell added.

According to Harry Balzer of the NPD Group, a market research company, 17 percent of the U.S. population has tried the Atkins diet, arguably the most popular of the high-protein weight loss plans. In addition, 4 percent, or about 10 million people, are on the diet, Balzer said.

The diet, created by the late Dr. Robert Atkins, essentially says eat meats, cheeses and eggs, but skip breads, starches and foods with high carbohydrates.

Even orange juice, rich in potassium and vitamin C, is being left on the shelf.

A report commissioned by the Florida Department of Citrus showed that consumption of orange juice, with 25 grams of carbohydrates in an 8-ounce glass, fell 5 percent in the last two years. The study blamed part of the decline on high-protein dieters.

In response to the study, the department is launching a $1.8 million advertising campaign to promote the benefits of oranges and touting them as a "smart" carbohydrate.

In the meantime, PepsiCo is offering low-carb Tropicana orange juice. PepsiCo is one of many companies responding to the diet craze.

Ketchup maker H.J. Heinz Co. rolled out "low-carb" ketchup after attributing a quarterly loss in part to the low-carbohydrate eating trend. Cereal maker General Mills Inc. also acknowledged that higher egg demand suggests some consumers are eating omelets instead of its cereals.

The trend has hurt Monterey Pasta Co., too. On Tuesday, the company reported a quarterly net loss, having said earlier that sales would be lower due to the current diet fads.

With the pasta industry feeling the Atkins heat - and responding with low-carb sauces - the industry is sending its own message.

Pasta maker Barilla America and the American Pasta Association are sponsoring a conference this month in Rome that will deal with competition from high-protein diets.

Sergio Pereira, a marketing executive for Barilla America, said the company is working with other pasta makers to raise money for a campaign to promote the nutritional benefits of pasta meals.

"We need to remind consumers that pasta and sauce offer nutritional value," Pereira said. "We need to set the record straight on carbohydrates."

Reference Source 89

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