The death of quick fix diets

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London, Mar 23 (UNI) Even as celebs like Beyonce and Victoria Beckham swear by them, most of the Britons have turned their backs on ''fad diets'' that promise much but deliver nothing more than bad breath and short-lived relief from obesity.

According to a new report by Mintel, sales of quick-fix slimming products have slumped by a third over the past five years to 79m pounds in 2007, while the annual rate of growth in reduced fat, calorie or sugar products has slowed almost to a standstill. Learning from the experience, manufactureres were now changing the marketing techniques popular brands. The yogurt maker Muller would start promoting 'Muller Light' on its contents and taste -- thicker, creamier-tasting and even fruitier-- instead of its diet credentials, the independent reported.

The research stated that attitudes to dieting had become more negative with a higher proportion of consumers believing that they were hard to follow, confusing and may be harmful.

As many as 35 per cent of those questioned said they believed more exercise and not dieting was the key to lose weight. The research also showed that half the respondents were most likely to cut down on fats and snacks when trying to lose weight.

The report suggested that people were ditching diet products for healthier food such as organic meat and vegetables with added ingredients such as omega-3 fatty acids.

Monica Grenfell, a dietician and author of books such as Crash Diet, said people had given up on dieting because they no longer cared what they look like. ''It isn't because people are thinking they'll just eat more healthily but because standards have slipped so people are happier to be a size 14.'' UNI XC SYU GC1607

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