Food product marketers including Kraft Foods, Coca-Cola Co. and Procter & Gamble Co. are packaging popular brands in 100-calorie servings, a strategy that one consumer researcher at NPD Group calls "the latest incarnation of the trend of Americans trying to lose weight by eating" and that he expects will extend to cereals, ice cream, juice and other products. A nutrition professor at Georgia State University says this approach -- portion control -- is healthier than low-fat and low-carb dieting.

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