Wyeth introduces low-carb vitamin formula
variant targeting people on a low-carb diet, who may be cutting
their intake of key vitamins and minerals as they avoid breads,
pasta and starchy vegetables.
Centrum Carb Assist has high levels of B vitamins as well as the antioxidants selenium, manganese, and vitamins C and E. It also contains the full RDI for vitamin D, iron, zinc and copper; all of which may become difficult to obtain at optimal levels when excluding or reducing certain food groups, says Centrum manufacturer Wyeth Consumer Healthcare.
"By severely limiting - or completely cutting - carbohydrates from theirdiets, many people may not be getting the full complement of nutrientsrequired for optimal health," said Andy Davis, senior vice president for Wyeth Consumer Healthcare.
Nearly 26 million Americans are thought to be currently following strict low-carbohydrate diets, according to a recent Opinion Dynamics poll cited by Wyeth. Numerous large food manufacturers have developed products specifically for these consumers, including a low-carb cola from Coca-Cola and low-carb chocolate from Hershey's.
But the supplements and functional foods industry could also benefit from the craze with consumer research demonstrating that low-carb dieters tend to be more likely to buy all health products. They are also particularly prone to health problems and likely to suffer nutrient deficiencies.
"This group is an attractive target for vitamins, minerals and herbals. And they are predisposed to functional products of all types," said Steve French, managing partner at the Natural Marketing Institute at a recent seminar in SupplySide East.
NMI data show that 49 per cent of low-carb consumers are trying to lower cholesterol through dietary changes compared to 41 per cent of the general population. Around 74 per cent are trying to eat heart-healthy foods compared to only 63 per cent of the general population.
Wyeth also warned that many women of childbearing age, also an image-conscious group and likely to be dieting, may not be getting the recommended amount of folic acid by cutting out carbohydrate-rich foods.
