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In addition, Atkins Nutritionals has sought to cultivate the image of the Atkins diet as a scientifically sound eating regimen. Its 2004 advertising campaign includes the publicizing of its own food pyramid, pre-empting the USDA’s as-yet-unreleased Food Guide Pyramid. 31 TLFeBOOK Indeed, as larger corporations such as General Mills and Unilever have introduced low carb products into the marketplace, Atkins Nutritionals has stepped up its advertising and sought to increase its brand-recognition and market penetration through partnerships with eDiets, Subway Restaurants, and Sara Lee Foods.

Consumers follow a variety of low carb diets, ranging from very strict, Atkins-style diets to more flexible eating regimens incorporating low carb products wherever convenient. Described below is firstly the Atkins diet that “started it all,” and secondly, a definition of consumer segmentations, which are used throughout the report. 30 TLFeBOOK The original low carb diet “After years of promoting low fat/high-sugar products, many large food companies are seeing their products rejected by millions of people.

5: Consumer segmentation, by dieting/lifestyle type Dieting/lifestyle type Definition % of survey respondents Low Carb Lifestylers Actively trying to lose weight and consciously following a low carb regimen. These dieters make a concerted effort to limit carb intake and eat higher levels of protein with the goal of losing weight. 15% Conventional Dieters On an explicit diet, but not following a low carb-eating regimen as defined above. These dieters represent the proportion of respondents who noted that they are actively trying to lose weight, but are not seriously monitoring carbohydrate intake to do so.

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