Low-carbohydrate start-up brand to aim beyond dieters

LONDON - JC's Kitchen, a low-carb food brand targeting consumers seeking healthy-eating options, will launch in Tesco next year.

The range includes breakfast cereals, toffees, chocolates, savoury snacks and ready meals.

The packaging has been designed to play down the low-carb content and appeal to all consumers, not just those on a low-carb diet.

The brand is the latest in a batch of low-carb products that are distancing themselves from US imports, emphasising their taste credentials and formulation for UK palates.

JC's Kitchen hopes to encourage people who have never purchased low-carb foods to buy into the brand.

The brand's distributor, Petty, Wood, will put a net-carb symbol on packs, giving the carbohydrate count of each product. The symbol is the only element of the design to focus on the carb content.

The range was created by Jamie Coombs, a US marketer who worked on a number of low-carb brands in the US, including Atkins, before moving to the UK.

The range is being produced by Natural Balance Foods, a start-up looking to benefit from the growing demand for low-carb food in the UK.

JC's Kitchen has hired integrated agency WARL Change Behaviour to develop in-store communications tailor-made for stockists.

In Tesco, bespoke executions will be situated in a low-carb section. From January 3 the supermarket will sell six JC's Kitchen products, including Hazelnut Crunch Cereal, Tomato & Herb Nut Clusters and Chicken Korma Microwave Meal.

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