Spreading Yourself Too Thin: The Atkins Diet and Other Fads
Knowledge@Wharton
The July bankruptcy of Atkins Nutritionals, the company founded by diet guru Robert Atkins, signalled the end of a low-carbohydrate craze some observers say is unrivalled in food marketing. At its peak, during 2003-2004, some 30 million Americans were following the Atkins diet; 20% of shoppers polled by the Food Marketing Institute said they had started buying certain products specifically because they were low-carbohydrate; and food manufacturers introduced more than 3,000 new low-carb products in 2003 alone.
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