The "skinny" behind food marketing's "it" word

05/21/2013 | Advertising Age (tiered subscription model)

Brands such as SkinnyPop popcorn are joining Skinnygirl Cocktails and Nestle's Skinny Cow in adopting "skinny" to represent healthy-lifestyle consumption. "Skinny is the new 'baby,' as in baby carrots [and] baby spinach. It personifies food and makes it more endearing," says consumer-research psychologist Kit Yarrow, who adds that it also avoids the negativity of the word "diet."

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