US branded food giant Kraft Foods has announced that it has signed an agreement forming an alliance with Dr. Arthur Agatston, creator of the South Beach Diet.
The company said that under the terms of the agreement it will use the South Beach Diet trademark to promote some Kraft products that are suitable for people following the reduced-carbohydrate diet.
In addition, Kraft will help support nutrition research at the Agatston Research Institute. Terms of the multi-year agreement were not disclosed.
“With 64% of adults in the US considered overweight and 46% on some form of diet last year, we are looking for innovative new ways to make weight management easier and more enjoyable,” said Lance Friedmann, senior vice president of global health and wellness at Kraft.
The company said the South Beach Diet advocates eating a wide variety of foods, with an emphasis on lean sources of protein, fibre, whole grains, fruits and vegetables, and decreasing intake of saturated and trans fats.
