Selling: Off the Fat of the Land

The $82 billion-a-year food industry sees plumper profits in slimmer people. Ogling the early success of Metrecal and similar liquid diets, and armed with surveys showing that 88% of all U.S. adults want to hold their weight down, the food-and-drink men have hurried out a broad new line of low-calorie products that this year will account for a tidy $300 million in sales.

Most of them concentrate on "regular" foods with some of the calories removed. Sales of low-calorie soft drinks will double in 1963 to $200 million, accounting for 7% of the soft-drink market. Some 400 plants are bottling...

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