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.


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