Eating better

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The rising threat of obesity has food marketers building up the pipeline of better-for-you products, many of which are expected to hit in 2004.

Altria Group's Kraft Foods in a stated mission to create healthier options, is pushing its more nutritious Lunchables variety, Fun Fuels, as well as launching new products such as Ritz Chips that feature 40% less fat than traditional potato chips. Kraft's Nabisco lineup is expected to get a slew of new products featuring better nutrition profiles per Kraft's new health mission. Likewise, Kellogg Co. has nodded to the influx of wholesome snacks coming from its snacks business, a combination of Keebler branded cookies and crackers, and convenience bars including new Special K Bars and Cereal & Milk Bars. New snacks President Brad Davidson says most of the new snacks for'04 will be wholesome offerings.

Even ice cream marketers are getting the message. Jumping on the U.S. low-carb diet craze (a trend that has touched niche companies including Atkins Nutritions to large-scale marketers including Anheuser-Busch Cos.), Unilever's Good Humor-Breyers is working on a low-carb offering. It trademarked Breyers Carb Choice and Breyers Carb Zone.

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