I searched through my files for grain-based products introduced in 2004. Of 156 randomly selected products a third were being promoted for their low carb content. Being introduced at the tail end of that faltering bandwagon, the odds are all 52 will be off the market and off the wagon by this time next year. In fact, most of the thousands of cakes, pies, crackers, cookies, donuts and pastas developed and marketed to keep the industry afloat in the Atkins tsunami will soon be relegated to the dustbin, historical curiosities in marketing textbooks published a few years from now.

The 21st century, filled with bankruptcies, reorganizations and forced mergers, has been tough for the grain-based industry. Foods made with wheat, corn, oats and other grains are by definition high carbohydrate products. They were staggered after enjoying successful 10 year run as healthy foods for the diet conscious. During the nineties, runners “carbed up” before they ran marathons. Rich deserts were a rich reward for a job well-done during a booming economy. Fresh pasta was a hot product in the supermarket aisle with half a dozen start ups such as Monterey Pasta Company finding initially successful niches.

The niche was short-lived, closed out by giant sides of beef and big slabs of pork. Recognizing a lost cause when they saw it, Monterey Pasta launched two new product lines on the margins of its pasta/sauce business, including Gourmet Refrigerated Entrees such as Seafood Lasagna and Pasta Primavera, and Grilled Wrap Sandwiches, featuring a Garlic Chicken Wrap and a Chicken Ranchero Burrito.

Monterey’s management also covered their pasta enlarged backsides when they acquired two companies outside their core business. In 2002, they bought Emerald Valley Kitchen, a niche producer of “fine organic foods” that promises to give 1% of sales to humanitarian & ecological projects. In January, 2004 they took over CIBO Naturals, a niche maker of “all natural pestos, flavored cheeses, dips and condiments”.

Then the shrewd management team made the ultimate acquisition – a new name. On October 17, Monterey Pasta Company announced that it had morphed into Monterey Gourmet Foods, Inc. They had placed a strategic corporate bet – the carb business was dead; the newly energized organic niche was alive and prospering.

Jumping from one niche to another seems to be, at best, a high-risk corporate strategy. It might be successful if they can continue to hopscotch from one dietary fad to another, consistently identifying the next niche early and moving out of it soon after it peaks. The awful truth about America’s general diet is it does not change. There has been almost no difference in the top 10 products ordered at restaurants since records have been kept. Ask the folks at Restaurants and Institutions magazine who track that sort of thing with their menu census data. Hamburgers, French fries, turkey sandwiches, ham sandwiches – the real American menu is consistently and distressingly boring.

So if you’re in the food business, you can make a little money most of the time by sitting in the middle of the main stream or try to make big money in a crap shoot trying to hit it big by getting in early on the next big thing.

Here is my randomly chosen list of grain-based products with the word “carb” highlighted:

1. Adam Matthews Low carb Sugar Free Cheesecake, Adam Matthews, Louisville, KY. 3 gr carbs.
2. Aesop's Bagels carbsational Multigrain Low carb Bagel, Aesops Bagels, Boston, MA. 18g of net carbs per serving.
3. Alvarado Street Bakery Essential Flaxseed Bread, Alvarado Street Bakery, Ronhert Park, CA., 6g of net carbs and 50 calories per slice.
4. Andre's carboSave Crackerbread Extension, Andre's Bakery, Forest Hills, NY. 1g of carbohydrates.
5. Arrowhead Mills Organic Pastry Flour, Arrowhead Mills, div. Hain-Celestial Group, Hereford, TX.
6. Atkins Bakery Cinnamon Raisin Bagels, Atkins Nutritionals, Hauppauge, NY. 9 gr carbs; high fiber.
7. Atkins Bakery Tortillas, Atkins Nutritionals, Hauppauge, NY. 5g net carbs.
8. Atkins Brownberry carb-Counting Sliced Hot Dog Buns, Arnold Foods, div. George Weston Bakeries, Totowa, NJ. 10 net carbs per bun.
9. Atkins Cinnamon Bun Mix, Atkins Nutritionals, Hauppauge, NY. Bun Mix is carb-controlled. 3g net carbs.
10. Autumn Favorites Autumn Classic Cookies Tray, Parco Foods, Blue Island, IL..
11. Autumn Favorites Halloween Collection Cookies, Parco Foods, Blue Island, IL.
12. Autumn Favorites Spiced Turkey Cookies, Parco Foods, Blue Island, IL.
13. Awrey's Baked Goods, Awrey Bakeries, Livonia, MI. Gourmet Bear Claws.
14. Big Train Low carb Baking Mixes, Big Train, Rancho Santa Margarita, CA.
15. Bimbo Kids Bread, Bimbo Bakeries U.S.A., Fort Worth, TX.
16. Blue Star Farms All Natural Stone Ground Whole Grain Crackers, Partners, Seattle, WA.
17. Bran-a-Crisp Low carb Crackers, Inter-Brands, Ridgefield, WA.
18. Brownberry Hearty Classics 12 Grain Bread, Arnold Foods.
19. Brownberry Specialty Sandwich Buns, Brownberry, div. Arnold Foods, Totowa, NJ..
20. Byrd Christmas Card Cookie, Byrd Cookie, Savannah, GA.
21. Candy Manufacturer Holiday Jelly House, Candy Manufacturer, Xinhui City.
22. Cäpeachio's Crackers Extension, Venus Wafers, Hingham, MA..
23. carb Appeal Frozen Treats, Dawn Food Products, Jackson, MI.
24. carb Manager Waffles, Van's International, Torrance, CA..
25. carb Safe Double Chocolate Chip Cookies, Jams Specialty Foods, Thousand Oaks, CA.
26. carb Solutions Simple Chef Baking Mix Extension, U.S. Nutrition, Oakdale, NY.
27. carboRite Low-carb Sandwich Cookies, carboLite Foods, Evansville, IN.
28. carboRite Sugar Free Premium Cookie Extension, for low-carb diets.
29. carboRite Toaster Tarts, carboLite Foods, Evansville, IN.
30. carbSense Pizza Crust Mix Extension, carbSense Foods, Hood River, OR.
31. carbWatchers Gourmet Baking Mixes, Labrada, Houston, TX.
32. Chevalier Pudding Cake Bars, Patisserie Chevalier, Shawingan-Sud, QC.
33. Chips Ahoy! Thin Crisp Pack, Nabisco Brands, div. Kraft Foods, Parsippany, NJ.
34. Cinnabon CinnaPoppers Ready-To-Bake Mini Cinnamon Swirls, Cinnabon, Seattle, WA.
35. Cion Bakery Honey Castella Japanese Original Cake, Cion Bakery, Toronto, ON.
36. ConAgra Foods Ultragrain White Whole Wheat Flour, ConAgra Food Ingredients Co., Omaha, NE.
37. Cookie Orchard Cookie Batter, Cookie Orchard, Seattle, WA.
38. Cool Hemp Energy Cookie, Cool Hemp, ON.
39. Country Choice Naturals Mint Sandwich Creme Cookies, Country Choice Naturals, Minneapolis, MN.
40. Country Choice Organic Soft Baked Cookie Extension, Country Choice Naturals, Minneapolis, MN.
41. Country Choice Soft Baked Organic Cookies, Country Choice Naturals, Minneapolis, MN.
42. Cuisine de France Crusty Multi-Grain French Bread, Cuisine de France, Park Ridge, IL.
43. Dec A Cake Scribble Squeezerz Icing Writers, Tone Bros., Ankeny, IA.
44. Delightful Bakery Breads, Sara Lee Bakery, Chicago, IL. Low-carbohydrate breads in White and Wheat varieties.
45. Dempster's Whole Grains Hamburger/Sandwich Buns, Canada Bread, Etobicoke, ON..
46. D-Liteful Heavenly Desserts New Meringue Cookies Formulation, D-Liteful Bakery, Miami, FL.
47. Duncan Hines carb-Meter Cake Mix, Pinnacle Foods Group, Cherry Hill, NJ.
48. Eagle Brand Signature Rich Raspberry Parfait Premium Dessert Kit, Eagle Family Foods, Tarrytown, NY.
49. Earth Balance Natural Shortening, GFA Brands, Cresskill, NJ.
50. Eden Organic Kuzu Root Starch, Eden Foods, Clinton, MI.
51. EnviroKidz Organic Crispy Rice Bars, Nature's Path Foods (Canada), Delta, BC.
52. Essensia Six Vegetable Table Crackers, Albertson's, Boise, ID.
53. Fabe's Baked Not Fried Donuts, Fabe's All Natural Bakery, Reseda, CA.
54. Fancy Pokket Hot Dog and Hamburger Pitas, Fancy Pokket.
55. Fifty50 Low Glycemic Crème-Filled Wafers, Fifty50 Foods, Florham Park, NJ.
56. Fran Gare's New York Cheesecake Mix, The Sweet Life, Miami, FL. All natural, gluten-free, sugar-free, low-carb.
57. Fresh Gourmet Organic Seasoned Premium Croutons, Fresh Gourmet, Los Angeles, CA.
58. Golden Classics Fat Free Crumpets, Meyer's Bakeries, Little Rock, AR.
59. Guerrero Corn Gorditas, Gruma, Irving, TX.
60. Happy Holidays Cookie Filled Snowman Tin, Original Gourmet Food, Salem, NH.
61. Health Valley Cookie Bars, Hain-Celestial Group, Uniondale, NY.
62. Healthy Lifestyle Reduced-carbohydrate, High-Fiber Cookies, FACT, Calgary, AB.
63. Heavenly Harvest Sugar-Free Crackers, D-Liteful Bakery, Miami, FL.
64. Hero Kids Recipe Bread, Mrs. Baird's Bakeries, Fort Worth, TX.
65. Hill Country Fare Reduced Fat Thin Wheat Crackers, H-E-B, San Antonio, TX.
66. Hye Roller Soft Cracker Bread, Hye Quality Bakery, Fresno, CA. Low-carb coming soon (editors note: maybe not)
67. Ines Rosales Tortas de Aceite Traditional Spanish Biscuit, Mt. Vikos, Marshfield, MA.
68. J&M Cheese Biscuits, Atkins Nutritionals, Hauppauge, NY. 3g net carbs.
69. J&M Foods Wine Biscuits, J&M Foods, Little Rock, AR.
70. Jif Peanut Butter Baking Sticks, J.M. Smucker, Orrville, OH.
71. Joe's Low-carb Breads, Trader Joe's, Monrovia, CA.
72. Joseph Campione Toast Delights Indulgent Texas-Style Toast, Joseph Campione, Oak Creek, WI.
73. Kashi Heart to Heart Waffles, Kashi, div. Kellogg USA, La Jolla, CA.
74. Kellogg's Fruit Harvest Oatmeal Cookies, Kellogg USA, Battle Creek, MI.
75. Keto Crumbs Bake & Fry Crumbs, Keto Foods & Snacks, Neptune, NJ.
76. Ketogenics Pancake & Waffle Mix, Ketogenics, Las Vegas, NV. 1.6 gr carbs per pancake.
77. Kiki's Sweets Naturally Gourmet Cookie Dough, Kiki's Sweets, Atlanta, GA.
78. Kriti Mini Toasts, Mt. Vikos, Marshfield, MA.
79. Kriti Olive Oil Cookies, Mt. Vikos, Marshfield, MA.
80. Krusteaz French Toast Sticks, Bakery Chef Inc., Chicago, IL.
81. La Brea Bakery Round Bread, La Brea Bakery, Los Angeles, CA.
82. La Morisca Mas que un Pan Light Cookies, La Morisca, Mexico D.F.
83. Lite Harvest Enchantments Low carb Cookies, Lite Harvest Foods, Lake Grove, OR.
84. Lu Le Petit Fruit Soft Biscuits with Raspberry Filling, Danone Group, Boucherville, QC.
85. Macabee Kosher Waffles, Macabee Foods, West Nyack, NY. Homestyle; Low carb Homestyle; Low carb Blueberry.
86. Macabim Lite Cookies with No Sugar Added, Macabim, Brooklyn, NY.
87. Maina Il Golosone Pannallegro Italian Cake, Maina Panettoni S.P.A., Fossano, CN.
88. Mama Lupe's Low-carb Tortillas, J.A.M.B. Low-carb Distributors, Pompano Beach, FL.
89. Margaret's Artisan Flatbread, MJ's Fine Foods, Concord, ON.
90. Marie Callender's Gourmet Baking Mixes, Marie Callender's Gourmet Products, San Jose, CA.
91. Market Pantry Pre-Sliced Bagels, Target, Minneapolis, MN.
92. Mary B's Butter Milk Fresh-Bake Biscuits, Hom/Ade Foods, Pensacola, FL.
93. Mary's Gone Crackers Organic Crackers, Mary's Gone Crackers, Orinda, CA.
94. Maury's Reverse Chocolate Chip Cookie Dough, Maury's All Natural Cookie Dough, New York, NY.
95. Merita Country carb Action Bread, Interstate Brands, Kansas City, MO.
96. Minicarb Low-carb Baking Mixes, carbsense Foods, Hood River, OR.
97. Mini-carb Soy Thins, carbsense Foods, Hood River, OR.
98. Minicarb Zero-carb Baking Mix, carbsense Foods, Hood River, OR.
99. Miss Meringue Chocolettes Cookies, Miss Meringue, San Marcos, CA.
100. Mission Jalapeno Cheddar Wraps, Mission Foods, City of Commerce, CA.
101. Mission Low carb Whole Wheat Tortilla, Gruma, Irving, TX
102. Mr. Muffin Gourmet Diet Muffin, MarkeTrend, Lawrence, NY.
103. Mrs. Fields Premium Baking Chips, Mrs. Fields Original Cookie, Salt Lake City, UT.
104. Muffin Town carbsational Muffins, Muffin Town Pastries, div. J.S.B. Industries, Winthrop, MA.
105. Najla's Gone Chunky Cookies Gourmet Frozen Cookies, Najla's Catering, Binghamton, NY.
106. Nature's Own Healthline Wheat'n Fiber Bread, Flowers Bakeries, Thomasville, GA. Only 7 grams of carbohydrates per slice.
107. New York Low carb Texas Garlic Toast, New York Frozen Foods, Columbus, OH.
108. Nonni's Biscotti Extension, Nonni's Food, Tulsa, OK.
109. Nutrilicious Natural Bakery Windmill Oatmeal Walnut Cookie, Nutrilicious Natural Bakery, Willow Springs, IL. Low-carb and wheat-free treat.
110. Nutritious Creations Low carb Fudge Brownies, J.A.M.B. Low-carb Distributors, Pompano Beach, FL.
111. Nutritious Living Hi-Lo Cookies, Organic Milling, San Dimas, CA.
112. Oh! Sweet Obleas with Arequipe, Oh! Sweet, Miami, FL.
113. Organic Classics Toaster Muffins, Fairfield Farms, Fairfield, IA.
114. Oroweat carb Counting Whole Wheat Bread, Bimbo Bakeries USA, Fort Worth, TX.
115. Pamela's Products Improved Oatmeal Raisin Walnut Cookies, Pamela's Products, So. San Francisco, CA.
116. Panera Lower-carb Bakery Breads, Panera Bread, Springfield, IL.
117. Perugina Caffe & Biscotti Holiday Gift, Nestlé USA, Glendale, CA.
118. Philippa's Love Bites Gourmet Cookies, Philippa Sklaar, Los Angeles, CA.
119. Philippa's Love Bites Sweet Nothings Low carb Cookies, Philippa's Love Bites, Los Angeles, CA.
120. President's Choice Shortbread, Loblaws.
121. PrimoForno Focaccia Frozen Bread Extension, Forni & Fattorie di Altamura, Altamura, Ba.
122. Puglia Sapori Taralli Pugliesi with Olive Oil, Norba IMP.
123. Rakusen's Wheaten Matzos, Osem USA, Englewood Cliffs, NJ.
124. Rhodes Bake-N-Serve 60 Second Rolls, Rhodes International, Salt Lake City, UT.
125. Royal Sire Royal Twists Delicated Puffed Pastry, Gold Coast Specialty Foods, Fort Lauderdale, FL.
126. Rudi's Organic Bakery Low-carb Sandwich Bread, Rudi's Bakery, Boulder, CO.
127. Rudi's Organic Bakery Right Choice Whole Wheat Low-carb Hamburger Buns, Rudi's Bakery, Boulder, CO.
128. Safeway Herb Seasoned Restaurant Style Croutons, Safeway, Pleasanton, CA.
129. Sara Lee Delightful Bagels, Sara Lee Bakery, Chicago, IL. Containing just 22 net carbs
130. Sara Lee Quick Cups, Sara Lee Bakery, Chicago, IL.
131. Sassafras Kid's Thumbprint Cookie-Making Kit, Sassafras Enterprises, Chicago, IL.
132. Sha Sha Bread Co. Spelt & Kamut Pizza Crust, Sha Sha Bread, Etobicoke, ON.
133. So Girlfriend Glam Gear Vanilla Sugar Cookies, Girlfriend Confections, Milwaukee, WI.
134. Solis Cali-Wraps Tortillas, Taco Rio Tortilla, St. Marys, ON. Restaurant-style tortillas with reduced carbs.
135. SparX Spicy Cookies, SparX Foods, Park Ridge, NJ.
136. Spongata Muggia Italian Cake, Bertolli USA, Secaucus, NJ.
137. Stauffer's Snack Crackers Extensions, Stauffer Biscuit, York, PA.
138. Sunkist Supreme Raspberry Lemon Bars, General Mills, Minneapolis, MN.
139. Sweet Abandon Personal Cakes Individual Low carb Cakes, Benchmark Foods, Sheboygan, WI.
140. Tam-X-ico's! Wrap-itz Sugar Cinnamon Tortillas, La Bonita Ole, Tampa, FL.
141. The Alternative Bagel, Western Bagel, Van Nuys, CA.
142. The Cookie Garden Gourmet Cookies, The Cookie Garden, Des Plains, IL.
143. The Father's Table Caramel Apple Cheesecake, Father's Table, Sanford, FL.
144. The Fine Cheese Co. Flavored Crackers, Christopher Brookes Distinctive Foods, Edmonds, WA.
145. Thomas' Mini Bagels, George Weston Bakeries, Totowa, NJ.
146. Toufayan Low carb Wraps and Pita Bread, Toufayan Bakeries, North Bergen, NJ.
147. Trader Joe's Chocolate Ginger Biscuits, Trader Joe's, Monrovia, CA.
148. Uncle Wally's "Amazing Mini" Muffins, Uncle Wally's, Hauppauge, NY.
149. Vachon Passion Flakie Pastry, Saputo Group, St. Leonard, QC.
150. Village Hearth carb Control Bread Extension, Pan-O-Gold Village Hearth Bakers, St. Cloud, MN.
151. Voortman Trans-Fat Free Cookies, Voortman Cookies, Burlington, ON.
152. Walkers Animal-Shaped Shortbread Cookies, Walkers Shortbread, Hauppauge, NY.
153. Wasa Crisp'n Light 7 Grain Crackerbread, Liberty Richter, Saddle Brook, NJ. Only 20 calories and 4 net carbs.
154. Weight Watchers Original Bagels, Weight Watchers, div. Heinz USA, Woodbury, NY.
155. Wholesome Classics n-Dur-enz Energy Bar Mix, Wholesome Classics, Campbell, CA.
156. Z-Trim Zero Calorie Fat Substitute, FiberGel Technologies, Mundelein, IL.

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Chuck Jolley is a marketing executive who's been associated with the food industry for over 25 years. He's helped develop advertising and public relations programs for Cryovac, the world's largest flexible packaging company, and published MEAT&POULTRY, the leading trade magazine in the meat and poultry industry. He's worked with major companies in the meat, poultry, seafood, baking, dairy and fresh produce industries.Contact: crjolley@msn.com