Milling & Baking News - July 6, 2004 - 42

LOW-CARB

product perspective

pay a premium price," she said.
A new line of reduced-carbohydrate
bread and rolls called Carb Style, in white,
soft 100% whole wheat and 7-grain varieties, was launched at the F.M.I. show by Norwalk, Conn.-based Pepperidge Farm, Inc., a
division of Campbell Soup Co.
The suggested retail price for a 20-oz loaf
of the Carb Style bread is $3.99 while the Carb
Style hot dog and hamburger rolls have a suggested retail price of $2.89. The new bread and
rolls have been in stores since May.
After acknowledging that they had been
slow to enter the category, Minneapolisbased General Mills, Inc. introduced Betty
Crocker Carb Monitor baking mixes, Hamburger Helper Carb Monitor Cheeseburger
Macaroni, Momentum Bars, Pillsbury Carb
Monitor Frozen Dinner Rolls, Total Protein cereal, 8th Continent Light Soymilk,
Betty Crocker Carb Monitor Roasted Garlic
Mashed Potatoes, Progresso Carb Monitor
Soups and Yoplait Ultra.
The Betty Crocker Carb Monitor bak-

LOW-CARB

product perspective

port a carb-management lifestyle,"
General Mills introduced Momentum Bars.
The bars, available in chocolate
peanut butter, double chocolate
and chocolate caramel nut, were shipped
nationwide in June and all three varieties
have three grams of net carbohydrates and
contain Splenda.
The suggested retail price for a package
of four bars is $4.99.
In the frozen food aisle, General Mills
made headway with the launch of Pillsbury
Carb Monitor Frozen Dinner Rolls, a line of
reduced-carbohydrate dinner rolls that are
low fat, naturally cholesterol-free, contain
70 calories, seven grams of net carbohydrates and four grams of fiber per roll.
General Mills said Carb Monitor Frozen
Dinner Rolls are "time saving," going from

- Jennifer Beck, director, health and wellness, Kraft Foods Inc.

42 / Milling & Baking News, July 6, 2004

product perspective

Flowers Foods' expands its
Nature's Own Healthline brand.

'Consumers have also told us they simply want to enjoy the same greattasting foods they've eaten for years, in ways that meet today's diet and
lifestyle demands, without having to pay a premium price.'

ing mixes come in four varieties: chocolate
chunk brownie mix, walnut brownie mix,
wild blueberry muffin mix and chocolate
chip cookie mix.
The four new Betty Crocker Carb Monitor baking mixes have a suggested retail
price of $3.99 each and will be available
nationwide in late summer. General Mills
plans to promote the new lower net-carbohydrate mixes in late August.
General Mills also introduced Hamburger
Helper Carb Monitor Cheeseburger Macaroni, a reduced-carbohydrate version of
the Hamburger Helper line's most popular
flavor for five years running. This new product features a 30% reduction in net carbohydrates per serving compared to the original.
These adjustments enabled the brand to
retain its flavor as it cut the net carbohydrates to 21 grams per serving from 30 grams, General
Mills said.
The Carb Monitor Cheeseburger Macaroni hit store
shelves in May and will be
available for a limited time,
the company said. It has
a suggested retail price of
$1.99 for a 7.8-oz box.
Responding to what it
called "consumer demand
for great tasting chocolate
flavored snack bars that sup-

LOW-CARB

freezer to table in less than 10 minutes.
In late May, Flowers Foods, Inc., Thomasville, Ga., introduced six new varieties
under the Nature's Own Healthline banner.
Of those six, five had fewer carbohydrate
grams than comparable products.
Those five items are Nature's Own Healthline White 'n Fiber Bread with nine grams
of carbohydrates per slice; Nature's Own
Healthline Multigrain Bread with 10 grams of
carbohydrates per slice; Nature's Own Healthline Wheat 'n Fiber Sandwich Rolls with 15
grams of carbohydrates per roll; Nature's
Own Healthline Wheat 'n Fiber Hot Dog Buns
with 15 grams of carbohydrates per roll; and
Nature's Own Healthline Dinner Rolls with
seven grams of carbohydrates per roll.
Flowers was one of the first large grainbased foods companies to enter the low-

carbohydrate arena with its introduction in
early 2003 of Nature's Own Reduced Carbohydrate Premium Wheat, which was renamed Nature's Own Wheat 'n Fiber Bread.
"Nature's Own Wheat 'n Fiber Bread, our
first bread with fewer carbs per slice, continues to perform well," said Janice Anderson,
vice-president of marketing, Flowers Foods
Bakeries Group. "This was one of the first
commercially produced lower-carb breads
on the market and we have sold more than
12 million loaves since we introduced it in
February 2003.
"We have heard from a number of people
who say that they are buying this bread
for medical reasons rather than to lose
weight."
While noting that it is difficult to predict
the future of trends in the U.S., Ms. Anderson
noted Americans probably will continue to
be interested in foods that address health or
nutrition concerns. "We believe our Nature's
Own and Nature's Own Healthline products
are well positioned to meet these concerns
now and in the future," she said. "With no
artificial preservatives, colors, or flavors,
Nature's Own products are natural and
good-for-you. Our Nature's Own Healthline products take this even further, meeting
specific nutritional needs."

Diet's banner holder benefits
The company whose name is synonymous with the low-carbohydrate movement, Atkins Nutritionals, Inc., Ronkonkoma, N.Y., continues to put its brand on an
ever-expanding number of products.
From cereals and bread to muffin mix and
pasta the Atkins brand now graces a wide
array of grain-based foods products.
According to I.R.I., Atkins' dollar sales
have ballooned to $253 million in the 52week period ended April 18, up from $29
million in the 52-week period ended Dec. 31, 2000.
Among Atkins most successful lines of products are
its Atkins Advantage Bar
Nutritional bars, which recorded $63 million in sales
for the 52-week period ended April 18, and the Atkins
Endulge Nutritional bars,
which tallied $51 million in
sales for the same period.
Atkins bread, Quick Quisine spaghetti, macaroni, pas-

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Milling & Baking News - July 6, 2004

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