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South Beach case study: positioning healthier food as a lifestyle choice

Published by: Datamonitor

Published: Jun. 18, 2008 - 161 Pages


Table of Contents


Datamonitor view
Catalyst
Summary
Analysis
The South Beach Diet has been introduced as a component of healthier living
Obesity is becoming a serious problem in the US
The South Beach Diet was introduced to the US public in 2003
The South Beach Diet is often compared to the now unpopular Atkins Diet
South Beach Diet is renamed South Beach Living to escape ""the diet trap""
""Diet"" is associated with compromise
Kraft renamed the South Beach Diet line in order to establish a lifestyle brand
The South Beach Living range provides products aligned with the convenience and sensory trends
Consumers seek convenience from healthy foods
Kraft has introduced products to its South Beach Living range which offer convenience
South Beach diets adheres to the sensory trend with various dessert products added to the line
APPENDIX
Case study series
Methodology
Secondary sources
Further reading
Ask the analyst
Datamonitor consulting
Disclaimer
List of Figures
Figure 1: South Beach Miami is associated with a glamorous lifestyle
Figure 2: Consumers' needs for food exhibit megatrend tensions
Figure 3: South Beach products offer convenience to the consumer
Figure 4: South Beach Living also offers desserts positioned as healthy indulgences


Abstract

Introduction

This report on South Beach Living forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how the brand has evolved from being diet-based to that of a healthy food line, in order to tap in to the overall consumer demand to eat healthier, rather than partake in a continuous diet cycle.

Reasons to Purchase
  • Gain insight into the methods used by important industry players to give them a competitive edge
  • Identify specific areas for operational improvements
  • Capitalize on the knowledge of experienced companies when entering a new niche or market



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