Kellogg's on guard against Atkins

[Guest guest]

Here's the article. Read all the way through it to see what

Gutierrez, CEO has to say about science and GMOs.

Sharon

BBC http://news.bbc.co.uk/2/low/business/3444949.stm

Friday, 30 January, 2004, 13:09 GMT

Breakfast cereal giant Kellogg's may bow to the demands of a new

generation of low-carbohydrate dieters.

Kellogg's chief executive Gutierrez said the firm was keeping a

close eye on how the popular Atkins diet was affecting the cereal

market.

" That isn't to say we would begin to deny our science, or change the

shape of our total portfolio, " he told the BBC's World Business

Report.

" But to give consumers a choice, we believe, is the right thing to

do. "

Slimming down

Followers of the Atkins diet - named after its inventor, Dr

Atkins - cut out carbohydrates such as potatoes, bread and rice in

favour of lean meat, fish, and cheese.

" We believe that there are consumers who are consciously buying more

low-carb products "

Gutierrez

Initially embraced by celebrities, the diet has now been taken up

enthusiastically by the mainstream, with sales of Dr Atkins' books now

topping the 3 million mark in the UK alone.

The craze for low-carbohydrate eating has had a profound impact on the

food industry, denting sales of potatoes and bread, and forcing food

giants such as Heinz, Kraft and Anheuser Busch to adapt their

products.

A recent US study estimated that the market for reduced-carbohydrate

foods is worth $15bn a year.

Mr Gutierrez said Kellogg's had also noted a shift in consumer

preferences.

" We believe that there are consumers who are consciously buying more

low-carb products, " he said.

" We've had customers tell us. So we're staying very close to it. "

Rationed

He added that Kellogg's could adapt to the latest food fashion, even

though its iconic breakfast cereals are mostly high in carbohydrates.

" What consumers tend to be looking for is just something that's lower

than the average, or lower than what's typical.

" They still do have a certain allowance that they can eat every day. "

Mr Gutierrez also said he expected that scientific arguments would in

time overcome European resistance to genetically modified crops.

" My feeling is that eventually the science will prevail, and that this

is actually a very good thing for consumers and farmers. "