New products to target Atkins diet devotees

Greencore is developing a range of high-protein, low-carbohydrate products aimed specifically at people on the Atkins diet.

Mr Patrick Kennedy, Greencore's chief financial officer, said the company had not felt any negative impact from the Atkins phenomenon, which has reportedly sparked a substantial decline in the sale of carbohydrate-laden foods such as bread in the US.

Pointing to the millions of the Atkins books sold in the UK to date, Mr Kennedy said the diet should be viewed as "a little bit of an opportunity" rather than as a threat.

"There is the possibility of stimulating a little bit of additional demand," he said.

The Atkins diet cuts out carbohydrates and encourages people to raise their protein intake without avoiding fatty foods.

It is reportedly popular among movie and music stars, despite attracting criticism from some medical experts. Mr Kennedy described the diet as "a trend and not a fad".

In this light, Greencore is working on a range of convenience foods that comply with Atkins criteria.

Mr Kennedy said the range was likely to include products such as quiche and ready-made meals. All such products would be made using low-carbohydrate sources.

Mr Kennedy said raw materials of this type are naturally more expensive than the widely-used alternatives, thus indicating that the new Greencore range would be marketed as a premium product.