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Article: I can't eat that, I'm on a lifestyle: Kraft rebrands South Beach Diet; $250 mil brand shifts positioning to healthful eating from weight loss.(News)
- Article from:
- Advertising Age
- Article date:
- November 12, 2007
- Author:
CopyrightCOPYRIGHT 2007 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: EMILY BRYSON YORK
Are you on a diet? Prepare to be on it the rest of your life.
For food companies marketing light, low-fat and calorie-control products, the problem comes when dieters reach their goal weights-or give up trying-and no longer need the products. But the country's largest food company has a solution: It's recasting its South Beach Diet food line as a "lifestyle'' product.
Howard Brandeisky, VP-strategic marketing of the $250 million franchise, said South Beach products "aren't just for people looking to manage their weight but people looking to eat healthier and manage their weight as part of an ongoing lifestyle.''