Britain’s grocery shelves are set to be bombarded by a plethora of low carb products, a new report suggests.

A study by Reuters Business Insight reveals that 95% of European and US manufacturers are considering an assault on the market with low carb alternatives, seemingly spurred on by the enduring Atkins craze which is claimed to have three million followers in Britain alone.

The finding, from a study of more than 500 food and drink professionals, comes as a growing number of big name players are launching into the arena. Nestlé last week announced it was introducing low carb versions of its popular Kit Kat and Rolo countlines, while Coca-Cola last week pitched a low carb cola called C2 to consumers in the US and Japan.

For more see this Week's issue of The Grocer