Boots readies launch of branded low-carb range

Boots has become the latest retailer to tap into the fad for low-carb diets as it prepares to introduce an own-brand line, Locarb, next year.

The chilled and ambient line, which will comprise 30 products and will be sold in 600 stores, will feature the slogan 'All the taste, half the carbs'. It marks the retailer's first foray into the take-home food market.

The range, which will include chocolate bars, desserts and a pasta and sauce range will be promoted in advertorials in Boots' Health & Beauty customer magazine.

In-store activity will include banners promoting an introductory third-off price offer on the ambient products.

Although Boots has stocked the controversial Atkins diet range since January, food development manager Nina Farrell said Locarb was not concerned with diet, but rather a 'popular lifestyle where people want to cut down carbohydrate intake'.

According to Mintel, 1.35m people are following low-carb eating plans in the UK, although that figure is less than a quarter of the 13% of the population who say they have 'personally experienced' such diets.

Boots is positioning the Locarb range as an alternative to popular high-carb lunchtime choices such as sandwiches.

Locarb's launch follows news that Tesco is also preparing an own-brand low-carb line, which will roll out early in the new year, stocked in a dedicated low-carb section (Marketing, 8 December).

Farrell added that the Boots range could eventually be expanded to a size similar to its 250-product healthy-eating Shapers line.

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

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers