Amid the controversy surrounding the high protein-diet, the current crisis situation sensed by bread and pasta manufacturers is further evidence that Atkins has moved from a mere fad to a high profile entrenched nutritional regimen.
While demand for meat products is still high, consumption of grain staples has slumped very drastically, so badly in fact that leaders of the US bread industry convened an emergency summit to discuss solutions to what is fast becoming known as the "Atkins Effect."
The summit, held in Providence, Rhode Island, revealed the results of a survey commissioned by the National Bread Leadership Council (NBLC), which found that 40 per cent of US consumers were eating less bread than a year ago, of those 63 per cent said they had cut back specifically to curb their daily carbohydrate intake while a further 21 per cent admitted to being on Atkins or another low-carbohydrate diet.
As a result there has been an increase in rye bread sales as customers are seeing rye, wheat and other non-white breads as a much healthier alternative, many companies have commissioned the production of new lines to attract the carbohydrate sensitive consumer.
"We know that diet trends are shifting in America," NBLC chief spokesperson Patrick Davis said.
"And its very important that leaders in the bread and baking industries engage in substantive conversation regarding consumers' evolving perceptions of grain and breads"