Some food firms see a big opportunity in the low-sodium category, most notably Campbell Soup, which unveiled a major initiative to cut sodium in its soups and beverages in 2006. Between January
and August 2007, Campbells' ad spend for four lower-sodium soup products was $7.13 million, versus $32,300 in 2006.
Del Monte has 25 low-sodium or no-salt-added products across its
portfolio. Kraft also offers several low-sodium and unsalted versions of its products, such as Reduced Sodium Triscuits and Lightly Salted Planters nuts. So far, the growth of the low-sodium foods
category is modest. Datamonitor Productscan Online reports that 4.1% of foods are making low-sodium claims, up from 2.5% in 2002.
As with the flood of low-sugar cereals that hit
shelves in 2004, this may be a case where consumers say they want one thing and actually crave something else. Proponents of the low-sodium theory point out that the nation's 76 million baby boomers
are squarely in middle age, when sensitivity to salt becomes a health issue.
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