After the carb craze: Diet marketers bet on balanced options.(News)(General Mills Inc., eDiets.com)

Advertising Age, January, 2005 by Thompson, Stephanie

Byline: STEPHANIE THOMPSON

After a year-and-a-half of gorging on sausage and bacon, the weight-loss industry expects consumers to seek customized, balanced options. Jenny Craig, which is using actress Kirstie Alley as its spokeswoman, eDiets and Weight Watchers International will emphasize their flexible plans in new advertising. General Mills, also negatively impacted by the low-carb craze, unveils a weight-loss program, Brand New You, based on its cereal, yogurt and frozen-vegetable products.

John LaRosa, research director for Tampa, Fla.-based consultant Marketdata Enterprises, suggested that the roughly 54 million dieters in the U.S. will in 2005 "turn to other regimens more sustainable over the long term.'' Customization and simplification, he...

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