Atkins diet tastes good to retailers

Dallas Morning News ^ | 05/26/2003 | MARIA HALKIAS

[NotQuiteCricket]

Now, food companies and retailers are hoping for similar happy results by focusing on products that fit the Atkins plan. But some of those sales gains are coming at the expense of companies whose foods aren't Atkins-friendly.

:VERY LARGE BREAK IN ARTICLE:

A low for carbs

The Atkins boom worries companies that depend on carbohydrates – such as pasta, tortilla and bread makers.

Pasta consumption is still growing, but hardly at the carbo-loading inspired rates of the 1980s, according to American Italian Pasta Co., the largest U.S. pasta maker.

"Our industry would be growing faster if not for the Atkins diet," said Tim Webster, president and chief executive of the company, based in Kansas City, Mo. "I've seen no other diet's effect be as substantial."

The Tortilla Industry Association addressed the threat head-on this month in a seminar titled: "An Industry in Crisis: The High-protein, Low-carb Diet and Its Effects on the Tortilla Industry."

Wheat flour consumption started dropping after 1997, when U.S. consumption hit a peak of 147 pounds per person. Last year, that figure fell to 139 pounds, said Judi Adams, president of the Wheat Foods Council in Parker, Colo.

"I like to equate what's happened to the industry to the book The Perfect Storm," she said. "Everything is hitting the industry all at one time."

Milling & Baking News executive editor Josh Sosland also used a nature metaphor to sum up the flour industry's problem. It "is in the middle of a hurricane right now," he said.

The industry is responding with low-sugar breads and low-carb pastas, but that's not the answer, Mr. Sosland said.

"When you look at headlines, it's horrifying for the industry," he said. "People are saying horrible things about refined flour. At the last meeting of the American Bakers Association, the industry committed to educating consumers. They've decided they're going to fight back."

The bread industry needs to remind people "it's making the staff of life, feeding Americans folic acid and doing more to prevent birth defects than the March of Dimes," Mr. Sosland added. "The industry knows it's making a wholesome product. It's frustrating."

Beefing up

The beef industry, on the other hand, is celebrating.

After declining steadily in the 1980s and much of the '90s, the industry saw consecutive quarters of increased demand during the last half of 1998. Beef sales have gone up for 12 of the last 14 quarters.

U.S. per capita consumption of beef in 2002 was 64.4 pounds, up from 62.9 pounds in 2001.

"Attention on high-protein diets has prompted the consumer to discover, or rediscover, the health benefits of protein," said Shalene McNeill, senior manager of nutrition communication at the Texas Beef Council, which represents 140,000 Texas cattle producers.

Richard Wortham, the council's executive vice president, said beef sales have been aided by "an industrywide focus to tell our science-based nutrition story" and the introduction of more convenient beef products.

[NotQuiteCricket]

Beef - it's what's for dinner.

[LanPB01]

The effects on the tortilla industry? Crisis? Well, I'm sure the currently favored high protein diet is a disaster for those that push high carbohydrate diets, but I just find the idea of "The Tortilla Industry in Crisis" to be funny. I hope the tortilla industry doesn't start demanding some kind of airline industry style bailout from the government.

[sharktrager]

Just ask yourself: What if we are forced to depend on foreign suppliers for our tortillas? This could be a major issue of national security.

[HELLRAISER II]

Dr. Atkins, the Frito Bandito? I'm on the Atkins diet now.

[Wolfie]

Don't worry, these diet fads are cyclical. Things will swing back the carb way in 4 to 6 years.

[Mr. Jeeves]

"The American Bakers Association made me what I am today. Flour Power, baby!"

[widowithfoursons]

If people could just use common sense, none of this would be an issue. Sometimes I know my body needs more protein, so I grill a big steak or have liver and onions (good iron fix). Other times lots of fruit is the answer. At the risk of sounding "new age", our bodies tell us what we're missing, and then we can eat it! OTOH, I've heard a lot about gluten free diets, and have yet to explore it. Does that mean no more tapioca?

[Always Right]

Interesting how the increase in carb consumption correlates well with the increase problem with weight the US is having.

[xrp]

People not eating as many tortillas? MUST BE RACISTS!!!

[lelio]

"People are saying horrible things about refined flour. At the last meeting of the American Bakers Association, the industry committed to educating consumers. They've decided they're going to fight back."

The image of the American Bakers Association "fighting back" just makes me laugh. Is the promo going to feature Jim, the Friendly Baker telling you to eat a loaf? If that doesn't work are they going to bring in Bob the Angry Baker that demands that you eat some cornbread?
Since reducing my carb intake and increasing my protein, my chronic acid reflux has died down to almost nothing. I can't even look at a restaurant's pre-dinner bread and not think how that's going to make my throat burn later on.

[HELLRAISER II]

As a weightlifter I have seen my share of diets and what you say if very true, I can remember the Atkins diet back in the early eighties. This is a diet however that will work for everyone if you can stick to it.

[drdemars]

A low carb tortillia is on the market and my family uses it with no regrets. Only 3 carb grams each. I am glad they are getting the message re hi carb foods and the obesity from them. I have lost thirty four pounds with the Atkins's way and have only five pounds more to lose. The web site for tortillas is www.tortilliafactory.com. I strongly urge those that are overweight to check with www.atkinscenter.com for good advice and support.

[Aquinasfan]

Now, food companies and retailers are hoping for similar happy results by focusing on products that fit the Atkins plan.

Great news. The industry is out in front of the general public. I'm looking forward to the new products! The Atkins program will become conventional wisdom within five to ten years.

The industry is responding with low-sugar breads and low-carb pastas, but that's not the answer, Mr. Sosland said.

No, they're on the right track.

[Wolfie]

This is a diet however that will work for everyone if you can stick to it.

Most diets will work if you can stick to it. The large majority of people can't. Heck, most don't realize you have to permanently change the way you eat to lose weight and keep it off. And when they screw it up and fail, they look for the next diet fad. Hence, the cycle continues.

[cuz_it_aint_their_money]

I knew all along it wasn't the cream filling in all those Twinkies that were fatting!
But would anybody listen to me?

[LanPB01]

I'm seeing a whole series of spots on the local news about this -

"The Tortilla Industry In Crisis: Day 6"

Hello, viewers. Today, we're going to take a look at how one of TV's most beloved icons is dealing with this crisis. Senior Speedy Gonzalez, how is this tragedy affecting you and your family?

[HELLRAISER II]

It's interesting to see people go on a high carb diet & exclude the Fat content in their food. I ask them "Hey what you drinking there?" Their very stupid sugar high response "Pepsi, it's got no fat." That pretty much sums up peoples understanding of low fat diets. They think as long as it doesn't have fat they can drink or eat it, I know sounds absurd and it is. But that's how stupid some people are.

[Wolfie]

Just make sure that low-carb really is low-carb. Food manufactures are sneaking in glycerine, which is still a carb, but doesn't have to be labeled as such, though I think the FDA/FTC is addressing that issue.

[Aquinasfan]

OTOH, I've heard a lot about gluten free diets, and have yet to explore it. Does that mean no more tapioca?

Nothing made with wheat flour. It's really not that big of a deal, considering that many other flours can be used to make baked goods. Tough to substitute for pizza dough, though. Atkins'low-carb diet is actually more restrictive, but once you get used to it, it isn't a big deal.

[LanPB01]

"Is the promo going to feature Jim, the Friendly Baker telling you to eat a loaf? If that doesn't work are they going to bring in Bob the Angry Baker that demands that you eat some cornbread?"

I suggest they model Bob the Angry Baker after Hulk Hogan - "Say your prayers, eat your vitamins, and swallow that chicken burrito for the sake of the tortilla industry, brother!"