Booze, snack chips join low-carb craze.
Wed Jan 14, 6:50 AM ET

By Theresa Howard, USA TODAY

The low-carb juggernaut shows no signs of slowing as more food and beverage
marketers shed carbs. On Thursday, Skyy Vodka and Miller will introduce Skyy
Sport, a low-carb version of their flavored malt beverages.

The drinks, packaged like beer but sold under spirit brand names, have
mostly been high-sugar, high-calorie drinks. Skyy Sport has 160 calories and
15 grams of carbs vs. 235 calories and 35 grams of carbs for Skyy Blue.

"The flavored malt beverage category is maturing a bit," says Keith Greggor,
chief operating officer of Skyy Spirits, which markets the drinks in a
venture with Miller Brewing. "People like to experiment and try different
things. We're giving them something that is unique."

Skyy is joining a growing cadre of food and beverage makers eager to ride
the popularity of carb-conscious diets led by the Atkins diet. Even if the
trend is short term, marketers say they have to play.

"Even if it lasts for a year, it's important to take advantage of it," says
Dave Burwick, senior vice president, chief marketing officer Pepsi-Cola
North America. In January the division began to promote Diet Pepsi as "zero
calories" and "zero carbohydrates," even though it never contained either.

More new low-carb foods and drinks:

.Juice and soft drinks. PepsiCo's Tropicana introduced Light 'n Healthy
low-carb orange juice last week.

Coke's Minute Maid will launch a line of four fruit-flavored low-carb drinks
under its brand in March. The drinks use Aspartame, Ace-K and Splenda
sweeteners to get 5 calories and 1 gram of carbs per 8 ounces vs. 110
calories and 29 carbs for other Minute Maid non-fizzy soft drinks.
Currently, diet brands account for 25% of carbonated soft-drink sales but
just 8% of juice drinks. "If you look at it, what's growing, it is diet,"
says Brad Goist, senior vice president, teas and emerging brands.

.Snacks. Frito-Lay will announce Wednesday Doritos Edge and Tostitos Edge.
The chips, in stores this spring, use soy proteins and fiber to lower
carbohydrates to 9 grams per ounce vs. 17 grams for the traditional chips.

"Innovation fuels our business, and we're committed to delivering the type
of innovation that continues to grow both our base business as well as our
better-for-you business," said Stephen Quinn, chief marketing officer,
Frito-Lay North America, in a statement.

.Sauces. Unilever on Tuesday announced Carb Options, an 18-product line
featuring low-carb versions of such brands as Ragu pasta sauces, Wish-Bone
dressing, Lawry's marinades, Lipton tea mixes and Skippy peanut butter.

.Fast food. Burger King on Tuesday joined Subway and Carl's Jr. in making
its menu carb friendly. Though most sandwiches are now available without the
bun, Burger King also introduced the Fire-Grilled Angus Steakburger Wrap.

Regardless of the carb savings, the marketers agree on one thing: Taste
matters.

"We couldn't make this a one-carb product," says Greggor about the citrus
and cranberry flavored Skyy Sport. "It would taste like cardboard."