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FDA, Atkins, Coors, McDonald's Presenting at Low Carb Conference

NORTHBROOK, Ill., Mar 1, 2004 -- Wanda Kelker of the Food and Drug Administration's Office of Nutritional Products, Labeling and Dietary Supplements will headline an informative group of speakers at the Low Carb Manufacturers Alliance's marketing conference, April 15 in Chicago, co- sponsored by Progressive Grocer and Low Carb Energy.

In addition to a discussion on the FDA's current thinking on carb claims, labeling and enforcement, the conference will feature other experts in low- carb marketing:

-- Matt Wiant, Chief Marketing Officer, Atkins Nutritionals, discusses
building and maintaining the low-carb category.
-- Ken Hehir, Brand Marketing Director, Coors Brewing Company, explains
strategies for marketing low-carb products and lessons learned from
light beer marketing.
-- Shelley Rosen, Senior Director, McDonald's Corporation's "Eat Smart. Be
Active." Program, discusses McDonald's strategy for reaching out to
customers with healthier menu options, including low-carb choices.
-- Paul Stitt, Chairman, Natural Ovens Bakery, says merging science and
taste to provide customers with great-tasting, low-carb products isn't
enough to succeed in the long-run. He'll discuss long-term strategies
for ensuring this isn't a fad that fizzles.
-- Alison Kretser, MS, RD, Director of Nutrition and Scientific Policy,
Grocery Manufacturers of America discusses the need for clear,
consistent labeling standards as an important reference point for
consumers searching for foods to help achieve their dietary objectives.
-- Larry Shiman, Director, Opinion Dynamics, explains why low-carb diets
are far more than the typical diet fad, and why they aren't going away
any time soon. He'll discuss his recent survey - one of the largest
conducted on low-carb lifestyles - which found that 24 million American
adults are on low-carb diets and another 44 million will "go low carb"
in the next two years.
-- Maryellen Molyneaux, President, the Natural Marketing Institute,
discusses the NMI's new report, The Low Carb Weight Manager, including
consumers' health and diet motivations, attitudes toward food, carbs,
fat, and other ingredients.

"This will be the most informative, focused opportunity to-date for anyone and everyone involved in the low-carb arena to come together to learn and share best practices," says Kyle Cox, Publisher, Low Carb Energy magazine. Cox will moderate a panel of leading advertising agency executives discussing marketing and advertising trends and techniques that work (and don't work) for low-carb products.

For more information on the LCMA and its April 15 marketing conference, including a full list of speakers and a registration form, visit .

The Low Carb Manufacturers Alliance provides research, education and public affairs on behalf of nationally-established manufacturers, distributors and marketers of low-carb products. The LCMA is the premier source of information and services for established brands that want to maintain a competitive advantage in the growing low-carb industry.

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