BPC revels in fad diet debate

The diet debate sweeping the UK has rewarded the BPC with widespread media coverage.

Over the space of two days, the BPC's nutritionists carried out more than 60 interviews, reminding consumers of the benefits of eating potatoes as part of a healthy diet.

Early analysis showed that four articles appearing in The Evening Standard, The Sun, The Daily Mail and The Daily Telegraph reached 18 million readers. The space they covered would have cost £100,000. This amounts to about a quarter of the total BPC spend for its health campaign. And additional data shows consumer awareness of the BPC's health messages rose from eight per cent to 21 per cent.

Retailers were keen to capitalise on the positive reporting, placing the BPC's Fab not Fad logo on packaging and point-of-sale literature. Around 6 million potato bags are carrying the BPC branding and in-store tasting has taken place to influence shoppers to buy more potatoes. Kathryn Race, BPC marketing executive says: “Diets such as Atkins and food combining have left consumers confused. We want to reassure them that potatoes are an integral part of a balanced diet.”