South Beach is Not a Diet
The brand overlords have spoken. Kraft's line of South Beach Diet products will have a new name: South Beach Living.
Since 2005 Kraft have been partnered with South Beach Diet. There are currently over 70 products sold under the South Beach brand.'
So what's up with "diet"?
Research firm NPD suggest a number of problems with having "diet" in the name of a food product.
- It suggests an older demographic - apparently the young and hip don't diet.
- It suggests the food will taste bad.
- And, incredibly - "diet" can indicate failure - specifically the inability to lose weight.
I would also suggest that the word diet does not work for men. Coca-cola figured this out when they came out with Coke Zero - a big seller - given that it's almost the same as Diet Coke.
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I don't think men are going to buy "South Beach" anything.
In fact, "South Beach Living" might even be worse than "Diet", when you consider that the area is known for super models and queers. The only thing that could be worse is if they called it "Lifestyle"!
ReplyWhy not just call it "Kraft Foods Wants Your Food Dollars"? Because that's essentially what it boils down to. Kraft wouldn't be so eager to promote it if it implied that people would be buying whole foods instead of "South Beach" brand Kraft-made garbage. I have nothing against South Beach, but I hate when food manufacturers create processed foods that you can eat on certain diets that cost twice as much as regular food. Like Weight Watchers yogurts. You can get almost the exact same thing from about 3 other brands that are cheaper and actually have fewer calories than the WW stuff.
ReplyJust hearing the word diet makes me hungry and changing the name well too little too late it is already etched in our brains South Beach = Diet = Hungry
FYI - the use of the word "queers" is quite offensive to many - Gay is PC.
ReplyI just have to point out that NPD is also the acronym used to identify the extreme right wing (read: Neo Nazi) political party in Germany. It is a highly unfortunate name for a research firm.
ReplyOn a more relevent note, I've noticed 'diet' being dropped from a lot of brand names lately (the aforementioned Coke Zero the best example). It just makes me roll my eyes, it still has aspartame or some other strange chemical sweetener.
Hahaha!
I have always thought the word "diet" became a bad 4-letter word because of the commercialization of temporary solutions to lose weight.
All the Atkins, Jenny Craig, Weight Watchers, South Beach, et al. programs are sold as a project.
Something with a distinct beginning and end.
Which, implies that once it is complete, the victim, ahem, participant does not need to continue on the "diet plan"...
No healthy lifestyle, no lifestyle changes, no training how to live normally without supplements, or meal substitutes.
Just a 'temporary' project. No wonder why most who participate will return to the pusher, I mean dealer, I mean program!
What is the incentive for South Beach (or any of their competitors) to actually make it into a permanent lifestyle, without the crutch of commercial products?
None.
Yes, I know, conspiracy theory... Are you sure?
ReplyActually, have you read the south beach book? It states often that the "program", "diet", whatever you wish to call it, is meant to be a lifestyle change, that will keep you healthy for your whole life. You don't need to buy the special Kraft foods to continue the lifestyle.
But what I wonder is- the book says that most of the "bad carbs" and "bad fats" people eat are found in processed/manufactured food. So what did Kraft do to change this?...if anything?...
ReplyThe products might be low-calories, low-carb...but what kind of carbs? and did they remove all the fiber and nutrients and replaces them with preservative to keep it from going stale on the shelves??...I haven't bought these products so I don't know, but I'm ust wondering...
I think Tony Robbins said it best about diet. Paraphrasing it:
"The first 3 letters of diet are D-I-E"
ReplyI disagree with Liberate's comments about South Beach. I'm in no way affiliated with them, but my partner and I lost about 75 pounds (and kept it off over 3 years) using the system since it IS a lifestyle change, not a short-term plan. I've never bought the Kraft-brand (TM) foods and I never intend too, instead I'll focus on eating fresh produce, lean protein, whole grains... and everything else in moderation.
Replythe word diet has gotten a bad rap. Funny how DIETS
ReplyWow! Thanks so much for writing this hard hitting article! You really earned your journalism points with this one. I hope you'll continue to contribute work of this caliber, even after finally get a real job!
Reply