The consumer campaign by Tangerine PR precedes Xcarb’s launch in September and will tap into mainstream media interest in both obesity and the dangers of low-carb diets.
‘Education through the media is very important because there is a lot of negative publicity about the Atkins Diet. We will use it as a hook, but make sure we get the positive messages about Xcarb out there,’ said Tangerine MD Sandy Lindsay.
Xcarb, backed by UK firm Multiple Foods, will enlist a dietary expert to act as a media spokesperson to explain the health benefits of the brands and their differences from the controversial Atkins regime.
Multiple Foods MD Dave Marshall said both men and women’s media were important because ‘age and gender are irrelevant – all people should be following a low-carb lifestyle’. He added that the simplicity of following a low-carb diet makes it appealing to men.
Despite there being a plethora of low-carb products available to consumers, Xcarb is the first-ever range of low-carb foods that can provide consumers with their entire diet, claimed Lindsay. The products cover all meals from breakfast to dinner.
Marshall predicts the UK market is set to follow the US’s example, where studies have found 50 per cent of people control carbohydrate intake as opposed to 17 per cent controlling fat.
Xcarb, which is sponsoring research by National Obesity Forum chairman Dr Ian Campbell into why people fall off low-carb diets, will tailor new products to meet consumer needs that are identified.