Next month Kraft Foods adds a “South Beach Diet Recommended” tag to packages of its existing products, with new South Beach Diet-branded products expected to launch in 2005.
The tag is part of Kraft’s multi-year licensing deal with Dr. Arthur Agatston, who created the South Beach Diet (June 16 Xtra). Kraft is developing South Beach Diet meal replacement bars and shakes that are expected to launch in early 2005.
In August, Kraft sued Nutrition & Fitness, Inc., Fayetteville, NC, saying its South Beach Solutions low-carb snack bars would confuse consumers. In early September, Kraft won a permanent injunction against Nutrition & Fitness, which did not oppose the ruling. That clears the way for Northfield, IL-based Kraft to launch South Beach Diet-branded products exclusively.
The “South Beach Diet Recommended” package burst goes on Boca Burgers, Kraft Fat Free Singles cheese slices, some Oscar Mayer deli meats, Planters assorted nuts, and Light N’ Lively cottage cheese.
“These products are among people’s favorites—foods they regularly add to their cupboards,” said Kraft VP-Health & Wellness Howard Brandeisky in a statement.
Kraft also will give away a recipe booklet, The Kraft South Beach Diet Recipe Sampler, with the purchase of three tagged Kraft products. The book, distributed at retail, includes an overview of the diet, recipes and coupons for Kraft items. 141 Worldwide, Chicago, handles.
Network
