Brands focus on health in anticipation of resolution-filled 2015

The U.S. adult obesity rate is rising, according to a new Gallup-Healthways report. According to the report, the obesity rate has increased from 27.2 percent in 2013 to 29.4 percent in 2014, which is the highest percentage ever reported since Gallup-Healthways began tracking obesity rates in 1990. However, according to a recent Gallup Poll, one percent of more Americans in 2014 are trying to lose more weight than in 2013. Those with New Year’s resolutions to shed a few pounds are among the one percent of people who you’ll most likely see at the gym in 2015. With the new year only two weeks away, and the commencement of diet plans in tow, brands must alter their menu items to cater to a consumer with an agenda –the New Year’s resolution healthy eater. Fast food is the enemy of resolutions. However this January, brands are trimming the fat and adding new, healthier options in an effort to appeal to consumers aiming to lose weight and get healthy.  In a quest to not only appease customers but also maintain sales, big restaurant chains are adding fresh, natural, low-calorie options to their menus and also cutting out some of the high-calorie products. McDonald’s, who has been in the spotlight for the past several months, has decided to shrink its menu beginning in 2015. The burger chain has revealed that it will scale back on products such as the Quarter Pounder with Cheese and will also cut Snack Wraps from three offerings down to just one. In addition to McDonald’s, Coeur d'aLene, Idaho-based Pita Pit is also hoping to gain the attention of nutrition-oriented customers by adding healthier options to its menu and launching its “Resolution Solution” campaign on January 2. This year, Pita Pit’s Resolution Solution Campaign joins forces with Healthy Dining Finder, a website dedicated to providing dietitian-approved menu choices, in an effort to provide customers with simpler solutions and healthier choices when dining out. “We want to accommodate consumers who want to maintain a healthy lifestyle but still enjoy the convenience of dining out,” said Peter Riggs, VP of Brand Promotion for Pita Pit. “Through our partnership with Healthy Dining, we are able to provide consumers the opportunity to customize their own pitas based off of nutritional value.” Customers will be able to choose pita options that are tailored to healthy eating without having to sacrifice taste for calorie count. The menu will consist of protein heavy options, as well as vegetarian options, said Riggs.  All menu options included in the Resolution Solution Campaign have gone through a nutritional analysis conducted by Healthy Dining registered dietitians. Customers can expect pitas such as the Light Chicken Caesar at 380 calories, the Light Philly Steak at 465 calories or the Light Chicken Souvlaki at 395 calories. “Staying fit shouldn’t mean sacrificing flavor,” said Kevin Sanders, VP of Brand Marketing for Pita Pit USA. “So, we’re taking some of the stress of New Year’s resolutions out of the equation by making it simple and offering six delicious pitas all under 500 calories.”