Diet Marketing

There are two reasons for our obsession with thinness: 'health' or 'desirability'. Many will do anything to get thin for 'glamor's' sake, but under the guise of health.

It seems that we humans take extreme measures - that can be exceedingly unhealthy - in order to fit into the body beautiful culture.

Towards the end of last year - a whole line of Kellogg's "protein-enhanced" foods started appearing on shelves. The growth of the beverage industry never ceases to amaze me.

Kellogg's K20 water contains just 5 grams of protein in a 16oz bottle. Along with that you get 8 grams of sugar (plus some Splenda) - all for $1.50 per drink.

You: On A Diet has spent a number of weeks at the number one seller (of all books) on Amazon. This is mostly due to Oprah Winfrey's glowing endorsement of the book.

Some call it "The Top Diet and Health Book on the Market" but others are not so easily persuaded: "It's the SAME info you've heard before." says one reviewer.

When you read a lot of diet books, they become very cliché very quickly. While I try to look at the best that the author presents, some of the books are outrageously 'thin on the ground' when it comes to originality.

CSPI have also seen the funny side and have produced a guide: How to Write a Diet Book (pdf).

There are days I am overwhelmed by the number of products that are peddled, pushed, and promoted - all in the name of losing weight. There is some good stuff out there. But the sheer volume and frequency of new "things" is mind-numbing. Particularly as there is not really any new thing at all - but the same information and ideas tirelessly re-packaged.

There is pocket money and there is seriously huge money.

Former TV presenter Anne Diamond takes part in UK reality show Celebrity Fit Club. She struggles with her weight, and despite having gastric bypass surgery, she loses only 1 pound over 3 weeks. However it's far from a bad situation - Miss Diamond has just been offered £250,000 (USD 438000) to write a book about weight loss issues.

Atkins Nutritionals have emerged from bankruptcy - and are clearly placing themselves as another "bar and shake" company. It is quite unfortunate that the name Atkins is even attached to the company. There are already hundreds of vendors out there hawking protein bars in various forms. Ironically, back in August 2005 (when Atkins announced bankruptcy) Diet-Blog asked the question "Will Atkins become another small-time bar and shake company - peddling high protein bars?" I guess we have our answer.

Every year a plethora of diet and weight loss books are published. Many of these books are released in January - the "diet season" - together they represent the good, the bad, and the ugly of weight loss advice. Why do some diets become so popular - yet others barely get noticed?

Is it the quality of the book? Or the proven effectiveness of the diet? Is it to do with value for money?

The partnership between Kraft foods and the South Beach Diet has always felt... wrong. I believe the core of a healthy diet means, ultimately, minimizing the amount of processed foods consumed. There will always be a place for convenience foods - but not as a staple. Kraft have pushed the partnership into publicity overdrive with the "Beach in a Box" tour.

Amazon.com just loves the diet industry - enough to start promoting a particular diet. To my surprise I received an email from Amazon. It's a rare occurance - as far as I knew I have never opted in to receive any email. Because you have purchased diet and nutrition products from amazon.com, we are pleased to bring you Weight Watchers On-line....

How many times can you tell a story of weight loss?

The number of weight loss books that have been published is simply amazing. I have been privileged to have read (and been alerted to) a number of inspiring weight loss stories.

Writing is a great therapy. Many people who recover from (or triumph over) a major issue in their lives take great satisfaction in writing about it. And so they should - transforming yourself, and overcoming the challenges that come with it, is something to take pride in.

But then comes the marketing - and at this point even the most altruistic of motives can take a bruising. Many authors write their story, get it published, and often sell just a handful of copies. Some even give away their story hoping to inspire and encourage others.

Herbalife is one of the longest surviving MLM (Multi-level Marketing) companies around. They specialize in the weight loss sector (ShapeWorks) but also have a number of health-related brands. By all accounts Herbalife are doing very well - recently announcing a huge profit surge.

This is a huge business, with their recent 25th anniversary get-together attracting a massive 35,000 independent distributors. They have also been raising their brand profile, by entering into sponsorships with sports events - all to support their new "Liftoff" energy drink.

Ever wanted to write your own diet book? Here's how you do it.