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.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Virgin, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands