Low-carb mania shows no signs of slowing down as a new brand of foods and supplements goes mainstream with a listing in a major multiple.
Feelingok, a range of low-carb cake and ice cream mixes, cereals, milk powder, meal replacement bars, pasta and low-carb diet supplements, is rolling out to Waitrose now.
The range has initially gone into the chain’s Reading store as part of its extended health and wellbeing section and is likely to be rolled out to other stores.
Set up five years ago, Feelingok initially offered online weight loss advice. But after recognising the trend for low-carbohydrate diets, such as Atkins, it launched its own branded range of low-carb
foods, while its website now gets 20,000 visitors a day.
Marketing director Jane Dennison described Waitrose’s decision to stock Feelingok as cutting-edge. “Waitrose has been very brave and shown great vision in seeing that there is a market for low-carb products.”
Dennison said she expected other supermarkets to follow Waitrose’s lead and believed Feelingok would become a mainstream, multi-million pound brand and a low-carb alternative to Slim.Fast or Weight Watchers.
She added that the company would initially invest all its money into new product development - it is currently developing low-carb soups, meal replacement shakes and tortilla wraps - rather than spending it on marketing.“Low-carb living is here to stay. It’s been a way of life in the US for many years,” said Dennison.
Current offerings in the fast growing category include Carbolite’s low-carb chocolate bars and Atkins Advantage low-carb shakes and bars.
Low-carb versions of Nestlé’s Kit Kat and Rolos and Heinz’s Weight Watchers are starting to come on line.
Sean McAllister
Feelingok, a range of low-carb cake and ice cream mixes, cereals, milk powder, meal replacement bars, pasta and low-carb diet supplements, is rolling out to Waitrose now.
The range has initially gone into the chain’s Reading store as part of its extended health and wellbeing section and is likely to be rolled out to other stores.
Set up five years ago, Feelingok initially offered online weight loss advice. But after recognising the trend for low-carbohydrate diets, such as Atkins, it launched its own branded range of low-carb
foods, while its website now gets 20,000 visitors a day.
Marketing director Jane Dennison described Waitrose’s decision to stock Feelingok as cutting-edge. “Waitrose has been very brave and shown great vision in seeing that there is a market for low-carb products.”
Dennison said she expected other supermarkets to follow Waitrose’s lead and believed Feelingok would become a mainstream, multi-million pound brand and a low-carb alternative to Slim.Fast or Weight Watchers.
She added that the company would initially invest all its money into new product development - it is currently developing low-carb soups, meal replacement shakes and tortilla wraps - rather than spending it on marketing.“Low-carb living is here to stay. It’s been a way of life in the US for many years,” said Dennison.
Current offerings in the fast growing category include Carbolite’s low-carb chocolate bars and Atkins Advantage low-carb shakes and bars.
Low-carb versions of Nestlé’s Kit Kat and Rolos and Heinz’s Weight Watchers are starting to come on line.
Sean McAllister
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