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Diet bread targets new breed of weight watchers

By Catherine Boal , 28-Sep-2006

Britain's biggest baker RHM is relaunching its core 'diet' bread in order to appeal to changing consumer trends within the weight loss sector.

The Nimble brand, which is celebrating its fiftieth anniversary this year, is set for a £1m (€1.49m) brand rejuvenation to tempt more consumers into the dietary baking fold.

According to consumer surveys undertaken by RHM, dieting is no longer the domain of women but has become a concern for men as well, leading to a change in the way bread makers need to target their key weight loss products.

Brand manager Claire Low said: "Dieting is no longer exclusive to women losing weight for a special occasion - now both men and women are looking for ways to improve their health through a balanced diet without compromising on flavour."

With the Nimble brand, RHM has been able to challenge the anti-carbohydrate movement sparked by the popularity of the Atkins Diet among weight watchers.

While the trend turned many consumers away from bread, RHM retaliated with the 'Carbs So Low' Nimble variety - promising 25 per cent less carbohydrates than the range's standard white loaf.

In addition, the brand's current poster campaign features sandwich fillings such as prawn cocktail spilling out of a container with the tagline: 'it's not the same without bread'.

Other Nimble loaves, which come in wholegrain and malted wholegrain varieties, are also marketed as a tool for weight loss with promotions including the 'super sandwiches' website which urges consumers to create sandwiches containing less than 250 calories with the bread.

Each Nimble slice contains less than 50 calories and 01.g of saturated fat. As well as new marketing, the brand overhaul will involve updated recipes and repackaging.

A Nimble spokesperson told bakeryandsnacks.com: "The recipe has been updated to include more fibre and enable Nimble to make their bread with thicker slices with great taste."

This year's new campaign will feature television adverts where the central character is a male builder who loses weight by eating Nimble breads.

Previously, iconic adverts for the company revolved around a young woman floating from a balloon emblazoned with the Nimble logo.

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