VERBATIMS

Which brands (food or non-food) are doing the best job of marketing health and fitness among Americans and why?

Krispy Kreme - because you eat one of their donuts and then you have to work out.

atkins

CrystalLight

Lean Cuisine and Weight Watches Smart Ones You know the portion sizes are correct and they have all the info you could want right on the package. Non-food: Weight Watchers and Slim Fast

I don't really know.

All of them seem completely self-serving and no one can be trusted. You must read and learn about these things on your own if you are interested in a more healthy life.

Gatorade does the best job because they clearly explain the benefits and usage of the product

healthy choice

Frito-Lay, for continuting to pioneer in the lower-fat area with Baked & Olestra.

i guess water has done a great job- bottled water. Nike does a good job.

Snackwells was fantastic back in the 90s, coming out with a major push for a new product, and something that tasted good to back it up. Health clubs like Crunch, NYSC and others are doing particularly well these days.

Atkins products.

I think retailers such as Whole Foods, Trader Joe's, Better Health stores, are doing the best job. At least it's easier to find healthy, organic foods at these places.

Subway Nike

bottle water companies

Who cares- being fat is a personal choice.

Healthy Choice & Weight Watchers - attractive packaging on which you can easily find nutritional info

Soy-based and vegetarian alternative foods. Yves, Bocca, Zoglos, Gardenburger, etc... Educating consumers that those products are low in fat, cholestrol-free, healthy alternatives that taste great.

All of the water brands

athletic apparel and equipment makers do an excellent job ( of course)

Bottled water folks, Get Active campaign, go-gurt, dannon, champion fitness apparel, not many...

I'm quite happy ignoring all food and non-food health and fitness marketing.

Snack Wells - seem genuine in their quest to promote healthier lives.

Subway, with their 6 subs under 6 grams of fat.

Best job in promoting their own brands or successful in having an impact on health & fitness? Subway,with Jared and its low fat sandwiches has donea great jo

I can't think of any brands.

none jump to mind. There are cereal, water and footwear companies that do provide fitness brands and promotions of them

Stonyfield farms--they make it seem as if eating their yogurt will not only help your health but help save the planet.

Most marketers seem to not focus on heatlh and fitness unless it directly relates to their product. (i.e. Nike, Weight Watchers) Not one major brand jumps to mind when you say Heatlh and Fitness.

It's brands that have a self-interest (hence still economic) like Nike or Kellogg with Special K (see, they also have the gross sugar-coated cereals too.)

None come to mind

I think Nike does a nice job. Gatorade. The Verb program, but really, it's a little too public announement-y.

Powerfoods (PowerBar, etc.), Wild Oats Markets

Jenny Craig - Great Spokesperson great consistent marketing. 1 Message every time.

YMCA

Athletic shoe companies becuase they actually make it look rewarding and fun.

Nike - Just Do It Soy/Veggie based brands in general - Products focused on health EAS - Body for Life products and lifestyle (done such a good job that Adkins had to right his book Adkins for Life) Subway - Jason Weight Watchers - Products focused on controling health

sports brands - Gatorade, Nike, etc. Health and fitness are about empowerment - that's the way to go especially with Boomers.

Bottled water & sports drinks.

Nike - they promote fitness and strong self-esteem especially in their women's commercials.

Health Valley. They simply provide the healthiest products available. Also, Newman's Own does a great job of promoting good causes and healthy food. Both companies do this through labeling alone.

The pre-prepared dinners (frozen stir-fried) is definitely one. If people have time to cook, they don't always have the time to shop or the creativity to design meals. Most of the packaged dinners are low in fat (but watch out for the sodium!).

No one brand comes to mind, but collectively much of the marketing of the food products at Whole Foods is quite appealing.

Subway, as they've make eating less fatty foods cheap, convenient, and inspiring.

Hmmm generally speaking I am not shopping by food brands or aware of all the companies that produce foods. I prefer shopping at health food stores such as Wild Oats and using their brands. You still must read labels and know what's in the item though.

Weight watchers

???

One might claim that makers of low-fat foods are doing the most to promote health and fitness. But lowering fats has only driven a substantial number of people to consuming more calories. So is it really promoting healthful ways, or merely creating a substitute?

None. No one is marketing health and fitness, they're marketing a product. I don't believe any marketer is going to be as concerned with the well being of the consumer as they are concerned about their bottom line.

The Atkins Center for Complementary Medicine--anyone who can get an average American to give up the bun on the hamburger and the fries on the side deserves a lot of credit. Nike--Great aspirational advertising for the couch potato.

Only smaller boutique brands positioned in the health and fitness marketplace.

subway is the classic

Probably all the health & beauty care products, but also insurance etc. Not sure any brand sticks out.

Nike - performance based

None

Kraft is off to a great start. I give them credit, and I hope that they are involving customers in this effort. Meanwhile, the bottled water people are exploiting us and should be ashamed of themselves.

Gaiam Nike Ocean Spray Cranberry

Kellogg's -- special K, especially. Yoplait -- concentration on the taste Gatorade

Weight Watchers, Jenny Craig, etc..who promote the mental aspects and the nuitrional aspects of eating healthy and/or dieting

weight watchers -- its about portion control and moderate exercise, more than adkins which says eat bacon and burgers without bread all day.. others? hard pressed to think of any

Subway - while their offerings aren't perfect - they are getting people to think differently about what they eat- - Wendy's similar.

Subway - while their offerings aren't perfect - they are getting people to think differently about what they eat- - Wendy's similar.

None of the majors owned by Kraft, ConAgra, etc... Smaller, lesser-known organic companies that don't flaunt their products. Any company that doesn't turn a candy bar into a breakfast cereal...I'm getting on a roll so I will stop. Thanks.

Cereals

Crunch does a good job by focusing on making working out fun, non-traditional and non-judgemental. When you walk into one of their gyms, you don't feel horribly self-conscious and out-of-place if you aren't already the epitome of fitness. The classes offered range from run-of-the-mill exercise classes to more-fun-than-sitting-at-home-watching-TV (e.g., "Ruff Yoga" which is yoga with your dog and "Abs, Thighs and Gossip" which combines traditional calisthenics with the latest Hollywood gossip).

The fruit/vegetable industry with salads and fruit are doing a wonderful job. However, I think the snack industry does a dis-service to consumers by promoting "junk" food like fruit rollups.

None.... The problem is that brands have their own agendas. They exsist to make money. They want to sell their products and caring about Americans health and fitness is not priority.

I don't watch TV, so I have no idea, really, other than Nike and their "just do it" ads. Show people moving and being active as energetic and feeling good, and those who are couch potatoes as unhealthy and having low energy.

Why should food companies have to market health and fitness? Nike doesn't promote food. Attacking food companies for making more food available for people to eat (or overeat) is like attacking the almighty because biodiversity causes negative reactions (and, as the ads say, even DEATH!) for people with allergies.

Healthy Choice and their category-mates.

Dannon -- b/c they understand how to incorporate their brand and products int o busy dailt lives by offering healyht alternatives for on the go cuisine. Wendy's -- b/c they are upfront w/ revealing product ingredients and nutritional value. their website is great for this. Starbucks -- not for nutritional value but for focus on wellness and "escaping" to their stores.

I don't know.

Kraft, McDonalds, Snackwells, weight watchers

Title 9 sports Gatorade (I have mixed feelings on this, I think a lot of people drink this as empty calories that they THINK make them athletic) Nike

Nike Gatorade Subway

seattle sutton, elena's, blind cow, zatarain's, whole foods, stonybrook farms

Milk. Huge campaign, simple repeatable hook, and a range of celebrities. Sport - the anti-drug. GREAT celebrity and everyday people endorsements.

Not sure

Weight Watchers--integrated program that delivers results

Nike, Verb.com, PowerAde -- things that attach to health and fitness. I would not say any of the food brands really...

Sportswear brands.

This is a tough question because if you give the individual back the responsibility of "the choice" than it does not matter what marketers do People should be smart enough & strong enough to say NO no matter what a merketer tries to offer- I still stick with education so that people meke there own choice not the marketer.

cereals

Subway - the Jared campaign had a good message - eat fewer calories, exercise and you'll be able to maintain a healthy lifestyle.

This is a tough one; few brands come to mind! Obviously fertile territory for many companies! Nike -- Fairly obvious: our shoes can make you run faster, jump higher, emulate your favorite pro athlete Dannon: Eating healthier

Cheerios, Smart Start, Special K, Tropicana - first of all, a marketer's job of marketing health and fitness is greatly helped when the product in question is actually good for you which is the case for these four brands.

Childhood overweight/obesity is a subject that interests me - more than 15% of our children are overweight (a portion of them are obese). Eating habits are learned early-on, and are established by parents. We need to educate our youth about healthy lifestyles. With the reduction of Physical Education classes, extra-curricular sports in school system budgets, etc., plus the surge of computer games and other non-moving activities, our youth becomes more sedentary and faces a great health risk.

Seventh Generation. They are keeping it "real" and not using the toxic sludge of the petroleum industry. They promote products which are healthy yet within a reasonable cost for most people.

Nike. For years, their benefit of "authentic athletic performance" has encouraged health and fitness -- reinforced by endorsements & image advertising, consumers are instilled with a strong desire to perform at their highest level. They want to "be like Jordan or Woods", and usage of the Nike brand denotes an aspiration towards disciplined health and fitness. Others want to associate with that group, and that in turn feeds more consumers into the gyms, track fields, etc., further fueling a so

none

Evian is admirable in their equity in healthiness.

Spectrum Foods Paul Newman's line of foods Organic Foods manufacturers Other health foods producers Dr. Andrew Weil

Western NY Milk producers.

Weight Watchers eDiets.com

Healthy Choice has consistently stood for a healthy alternative across many categories with an acceptable taste profile

Whole foods grocery stores

Nike - just do it - lifestyle promotion

Do not know.

No one is doing a very good job with this - even health food marketers.

I am sure they are out there....nothing is coming to mind. If you were to ask the opposite questions: "who is doing the worst job" the list would go on and on.

None, in my opinion.

Nike Subway

None of the big guys do this well, with the exception of Conagra's Healthy Choice brand. Like in most emerging trends, it's the smaller food companies that are pioneering in this area. Just walk down the aisles of Wild Oats and other health-oriented grocery stores. There's tons of great stuff being done.

Nike, Gatorade, Subway

Nike -- because it's all about fitness... and feeling good as a result of it. SlimFast -- it doesn't embarrass viewers but it makes it clear who the target is.

Subway does a good job of positioning their products as "better for you" but this is not marketing health & fitness. The Centers for Disease Control "Verb" campaign promotes a healthy lifestyle for young people. Health & fitness is part of an overall lifestyle decision that goes way beyond diet. It's about being active, getting enough sleep and eating a well balanced diet. Eating a sandwich with less fat (while a good start) isn't going to make one healthy & fit regardless of what the commercial

Special K Kashi Boca

Gatorade's Propel does an excellent job marketing their great-tasting product as "fitness water." Every time I see a Propel commercial I want to hit the gym. (And I use their product faithfully to refresh myself afterwards.) Weight Watchers encourages exercise and good health as part of their weight reduction programs. They make exercise a part of a complete program for healthy living -- not just a way to lose weight.

I want to say Power Bars and Gatorade but in both cases most people who eat these or drink these drinks are still too fat.

Don't know

Frankly, not many. Stoneyfield Farms, Whole Foods, Nike. Weight Watchers

Special K - I've always associated this brand with fitness (or at least low weight) Other than this, I'm at a loss. Several brands came to mind, but after a minute's consideration were ruled out.

apple orchards -- no explanation given for the product,. Just common sense. Stop making it difficult to figure out whether and if it's healthy. Health food makers make their product complex rather than simple. Breyers (though not low fat) had a great campaign that emphasized how simple it's product was (of course no one cares about ice cream's siplicity) but if the same approach was used for pasta, sauces, frozen dishes...

The protein/carbo bars - people eat these rather than having to accept the fact that they need a slim-fast shake

Beer - if you drink beer you will get slim and fit and attract wonderful women - just look at the ads.

Subway....the ads featuring Jared who lost so much weight from eating the same damn sandwich for years!!!!

Power-Bar, Bally's.

MorningStar, Jack LaLang(3 decades ahead of the time), Eastern Mountain Sports

Don't know.

Brands like Nike, where it makes sense. Otherwise, see above response.

Weight Watchers - simplicity. realistic goals. no smoke and mirrors. Blue Cross/Blue Shield - They offer points when you enter the time, date and type of exercise you do. Then they offer free gifts after you earn a certain number of points. It's all on the honor system. Champion - I don't necessarily like their ads, but they are speaking to the "just do it" crowd, saying "we know you aren't a professional athlete, but if you work out, you're a champion." That rings true to all of the weeken

Clorox - to kill germs and make your surroundings clean. Milk producers--"drink skim, 2%, etc." --good for your bones/body.

I think Kraft is showing the way, at least so far.

Dasani & Power Bar

All sports apparel are doing well but its legitimate for them. maybe the best ambasador are the fashion brands (high end apparel).

Nike, MuscleMag (Kennedy), Gatorade, Powerade

Well, I think it is all mixed messaging unless a brand actually has a good health food to promote. So, any large corporation like General Mills, Kraft, etc. will not be able to make mass-production of foods and still make money. I had to laugh, just today, I saw a women in workout gear on a billboard and right next to her I saw the Michelob Ultra beer. Come on, they are promoting health with an ad for alcohol. Not right!

Brands like Yoplait (and others) who portray their products as a seamless part of a healthy person's life, not just a lifestyle. Sports equipment manufacturers, as well, are adept at this--Nike, Reebok, etc., all promote their products as basic, but essential, components of a healthy person's life.

AB & Ultra,

Milk, brings it to the attention of people and makes it "cool" Truth, getting kids to stop smoking

Healthy Choice - Good attempt to create a whole line of products around a "healthy message". Nabisco - LO-fat line of crackers such as Triscuits, Wheat Thins, etc. Wampler Foods - Turkey Burgers, a good alternative to the greasy, fat loaded hamburger/beef.

Nike - promotes fitness as fun

Nike because they are inherently in the business of selling activity.

unless they are brands in the health and fitness industries (exercise equipment, vitamins, nutaceuticals), absolutely none are doing a good job

Beer companies Bud, Molsons, Miller,Labatts

Non-food - magazines are doing the best job, useful tools and advise on how to do things right. And the emerging trend of more and more "races" - danskin triathalons i think are a model of getting sedentary people out there - training for a race is one of the best things you can do to start a habit - when you start exercising something triggers in your mind making you want to eat more healthy. It's about stressing health not weight loss and being stick thin.

McDonald's posts nutrition charts and preaches balance in one's diet...they also have introduced a new salad line.

dsanti;other water brands

alfalfa/wild oats and whle foods. they offer consumer education clinics and increase awareness of food related issues, trends, etc.

Many of the manufacturers in the natural foods industry do an excellent job, but it's still such a niche that they don't always get noticed. Even though the actual health benefits are negated by the inclusion of artificial ingredients, as a whole the enhanced-water guys are all doing an excellent job of creating the impression of a powerful fitness brand. Most of my experience is in the natural foods industry, so I have some bias in that regard. No one truly springs to mind though other tha

Healthy Choice Smart Ones Lean Cuisines all for obvious reasons Weight Watchers

Convenience foods in the produce section of the supermarket are carrying more detail with respect to nutrition and recipes, and this information is helpful to the average consumer.

Organic retailers, much more product information

Kelloggs and 24hour fitness

Whole Foods. As a brand they have stuck to their promise. Offer better-for-you choices when nutritional/scientifi information is at the consistent-even-if-not-mainstream phase. "average" and "mainstream" will keep Americans at the same place health-wise.

Trader Joe's private labels do a good job

Subway

brands in health-food sections of grocery stores and in Health Food stores

Nike - Just do it.. American advertising is littered with poor lifestyle choices, from ultra disposable mops to ultra greasy garbage-food. I can't think of how the land of bigger is better is going to be manipulated to believe that smaller and less nitrate rich is better.

None

Weight Watchers - they have a great system set up. Done a great deal of growth with Fergie on board.

none immediately come to mind

None come to mind.

Crunch Gym

GoLean is a great brand - offering healthy food that tastes good.

I think Nike has always done a good job. They make being involved in physical activities look fun and rewarding. The agency I work with is trying to do that with a campaign for the CDC aimed at tweens, which uses the tag: "Verb. It's what you do."

Don't Know

Nike, New Balance, Atkins

Subway, American Heart Association

"Non-brands" like farmers' markets. They encourage you to make your own food having more control of the nutrition for the family. Its a marketing farce that people are too busy to cook. In reality, it takes the same amount of time (or less) to prepare homemade food than defrosting something that tastes cardboard and popping it into the microwave. Fast food has lots of salt, fat, and too large of portions (super-sizing).

Wild Oats, because they actually are committed to healthful food production. Unfortunately, they are not able to do mainstream media marketing like Kraft et al.

Budweiser.....sports of course American Dairy Council.... promoting calcium consumption. Strong bones lead to lower health costs in adults and when elderly.

Lean Cuisine, Snackwells, Healthy Choice, Odwalla, Fresh Samantha, Campbell's, PowerBar - health messages tied in with product labeling and/or advertising - sponsorship of health-related events

Yoplait, Healthy Choice, Weight Watchers, Nike & other athletic equipment companies, Jeep

Probably the cereal makers, especially the ones who make bran cereal and related products. It should be noted, however, that this movement to "healthy" came about as the result of the consumer demand created by medical studies...not by cereal makers developing the market to create consumer demand.

Milk, Rasins The TV commericals are cute and people tend to remember the message

Diet Coke. Diet soda is almost universal among the adult population. When you go to McDonalds, people are eating a Big Mac, fries and a Diet Coke!

None

No one - most messaging communicates an "easy" solution. Having said that the "5 everday" stuff is on the right track

The only brands which come to mind "top-of-mind" as being good at marketing fitness are the athletic equipment companies ... And, of course, there are a lot of magazine title "brands" which focus on fitness

Nike comes to mind as a fairly obvious choice. What simpler and more honest message is there than "Get your fat ass off the couch and sweat a little bit, ya lazy bastard!" (Of course, "Just do it." is a bit more genteel.)

No opinion

categories that are doing it well: - energy bars - water - health clubs

Gatorade (the ads show people of all types engaged in sports), healthy cereals and breakfast foods, orange juice producers and millk producers. Of course, pork's "The Other White Meat" remains one of the most effective health and fitness angles -- better than "Beef: It's What's for Dinner," which doesn't have that health dimension.

I subscribe to Prevention and Body & Soul, and ocassionally buy Shape and Fitness, but I can't recall any brands that I feel do a really good job. The two brands that come to mind are Kashi and Morningstar Farms. Although, I don't particularly like Morningstar's swimsuit shape-up plan. I like what Yoplait has been doing in terms of products and promotion, and their save lids to save lives campaign.

Many of the soy brands are doing a great job - they've been able to make some inroads into the traditional minds of typical consumers (and soy isn't, quite, just a west coast hippy thing). Stonyfield Yogurt is doing a great job - making "strong women" a huge cause. Aveda and other brands with corporate fitness/health benefits get noticed by women, in particular. Also, some auto companies do a good job representing their vehicle as something to get you to/from outdoor adventures etc.

Cereals, except those that target children. Cereal lowers this, add this to your life, and they include a variety of food groups.

Whole Foods Grocery Energy bars - PowerBar, Luna, Cliff Soy Milk producers Baja Fresh

Flat out...Subway. They are the leader and first-mover of taking the concept of "fast-food" to a healthy level.

Nutritional bars and smoothies. Because they look and act something like candy bars and milkshakes. And, they taste good. Their taste has improved over time -- but then, their sugar content has probably increased as well.

Low-cal, low-fat foods --> Healthy Choice, Weight Watchers, Atkins bars

Gatorade b/c it encourages people to be the best, work their hardest to look good and be strong. Nike has had a great campaign encouraging/supporting female runners and female athletes in general. It promotes the every day athlete not just the paid super star athlete.

Most sport-related and for very "selfish" reasons.

nike and all such sports gear for obvious reasons: rational self-interest - which should be the only criterion some foods such as wheaties, special K, quaker oatmeal, and many others - why? - see above

Not sure any brands are doing a great job. And, "health and fitness" is so fragmented that it is difficult to please all the contingents. How about diets: Low fat? No, Low carbs. Low carbs?, No, Atkins. Atkins? No, Mediterranean. Mediterranean? No, Sugar Busters. Sugar Busters? No, Weight Watchers. Weight Watchers? No, exercise. I'd better stop, I'm in a whole new can of worms...

Nike, Curves, Reebok,

Total cereal (focusing on vitamin content), Almond board (features other health benefits not just low fat). Overall I feel the biggest concern for health is not just fat content. Bodies need diets high in non-processed non-packaged food. Vitamin and fiber content are more important than fat content. Too many Americans stuff themselves with "fat free" empty calories.

I work for a company , Wells' Dairy that makes a great line of "better for you" , packaged ice cream and and ice cream novelties.

WENDY"S

As occasional as it may be, Associations do the best job - Fruit growers, dairy, Beef and Pork (the next white meat), overall do a better job promoting healthy eating. Natural - not refined or processed - no additive or preservatives - these are the messages that the consumer should be looking for.

Nike

Weight Watchers Whole Foods NIKE Oprah

Kelloggs - healthy eating

Welch's? Got milk?

Don't know. Not an American. Not in USA. Would never intend to. However in New Zealand, where I am, there's a bread manufacturer that links grain bread with fitness & does it exceptionally well through advertising campaign. A cereal manufacturer that sponsors kids triathalons & the All Blacks (national rugby team) so makes strong link between sports & its cereals - it also has a policy of minimising sugar content in its cereals.

Subway using that Jared creepy guy as an icon for eating (almost) healthy even though it's fast food. Other than that, not even Nike promotes fitness.

Subway - "Eat fresh!" campaign is pretty effective - uses testimonies, has at least 6-7 menu items with low fat and calories - lots of veggie options. And they deliver very consistently and frequently on the message. Their commercials often involve showing their spokespersons engaged in exercise as well.

Kellogg's

Nike - "Just do it" means both self-realization through fitness and exercise, and it means personal choice (you can choose to be fit or not, its your choice, and the outcome of your choice is your responsibility).

SoBe Lean -- it's about a lifestyle Nike -- it's an attitude (although their marketing has been curtailed lately due to Kasky) Milk -- through the dairy association -- strong bones, etc. making the previously "uncool" suddenly "cool." with "GOT MILK?" Each of these has spent a ton of money on ads, but also uses ways to talk about their products that make it more "hip" to be a part of them than not.

Nestle Lean Cuisine, ConAgra Healthy Choice, Dannon Yogurt, Kellogg's Special K because they taste good and appeal to the consumer's desire to look good.

Healthy Choice Kroger Private Label

- Nike

Truly no stars come to mind.

McDonalds could toys that require physical movement rather than a movie character where the child eats and watches. McDonalds could also team up with an education based toy company since they are such a power-house in influencing people.

Weight Watchers - healthy lifestyle, support groups, no drugs or crash diets. Nike - fitness is cool Dannon - water, yogurt, fitness image, pure

Nike--ads convey the feeling that you will look better as you age if you get off you just get out and exercise can't think of any others right off the top of my head

Adkins, Adkins is reveloutionary, the web site and food products are the best but it is all based on the book that contains the WHY to choose a better food choice. I believe that it is carbohydrates that are making americans fat not proteien and fat.

Kashi, Weight Watchers

Weight Watchers Odwalla

the ones the have the most financial gain to do so

n/a not in US

Some cereal products, maybe (I am thinking Total and Special K... I am not sure I really think any do a good job of marketing actual health and fitness, although I do think some take attributes of their products that can be linked to health and fitness and position themselves thusly. I am not sure I believe their claims, however.

can't say that any are doing a good job.

Subway because they took a relateable icon - everyday joe and made the healthy choice an easy to achieve goal - eating sandwiches is far less painful than eating tofu!

Weight Watchers and other diet oriented companies

Tanita - Body Fat Monitors. Educating consumers about importance of healthy life, proper weight monitoring etc.

No one stands out as aggressively marketing health/fitness on a consistent continuity basis ... this category is characterized by fads. We've been seeing a lot of exposure for Coral Calcium supplements lately; but this visibility will probably not sustain.

Lean Cuisine Power Bar Special K Subway

I live in Australia. I nominate active lifestyle brands such as Nike, Khatmandu, Uncle Toby's (cereal).

Nike - because they make exercise look so cool. Any brand that markets health as well being and not just as looking good

No opinion.

Atkins is powerful brand in this domain Kashi Boca Burgers

Gatorade - makes sweating cool and desirable Beef Council - lean meat recipes, uptempo ads, appeal to younger people Nike - always pushing the envelope, assumes everyone is an athlete Cheerios, Special K, Total - continue to support message of healthy, high fiber breakfasts as part of healthy eating havits

Subway is getting a lot of credit, but after you leave off all of the flavor drivers there's nothing more than breads and proteins (tasteless).

Yogurt...the natural and active cultures and the levels of calcium are always touted and Americans should know the benefits of both.

None that I've seen beyond the possibility of orange juice. The loudest marketers are the ones selling supplements, fast diets, and fitness shortcuts.

sobe

Kashi Healthy Choice Glucerna Ensure EAS

best job: non food brands such as Nike (and others in that vein) catering to positive behavior modification that will inevitably spill over into the food arena worst job: conventional food companies are primarily concerned with margin and turn while organics and natural still market-by-myth in many cases leaving consumers confused about what they are and true benefits realisitically achievable by purcahse/consumption

Certain brands, like Healthy Choice and Weight Watchers, do a good job because they have an interest in doing so. I suppose Bally's does a good job for the same reason.

1. dairy, fruit, vegetables, meat, water products and associations 2. selected health food companies 3. Heart + Stroke, Cancer, + other non-profits

No opinion

None come to mind.

?????????????????

I don't know of any.

Whole Foods = consistent integrity Kroger = Emphasizing fresh

Nike, Jamba Juice, (even though its product isn't exactly the healthy drink poster child), Crunch

don't know

5 A Day

health clubs. in my opinion, you can eat anything if you eat it in moderation and exercise. come on people, how many times to dieticians need to say it before we believe it. diets are crap, get off yoru ass and out of the stupid gaz-guzzling SUVs and excersize!

N/A

in the uk - innocent smoothies. currently running a campaign to promote the naturalness of their products in a refreshingly straightforward tone of voice.

in the uk - innocent smoothies. currently running a campaign to promote the naturalness of their products in a refreshingly straightforward tone of voice.

I'm not an American, so can't say. People like Nike do a good job

Lean Cuisine

still have to see the first one...

Not sure, not American In the UK, Nike stands out

d/k

HMOs fear of ghastly disease and death

Pork industry

Healthy Choice

Nike......push towards physical fitness associated with fun and good living

Tropicana Products, Inc.

all the brands sold in natural food stores

Nike, because it can monetarily benefit from fitness activities by selling the "gear".

Nike

Marketing health and fitness is one thing - the consumer must be willing to give up the arm-chair qb position and exercise! Expecting a company or your government to "take care" of you is just ridiculous! To answer your question - the organic companies - 365, Horizon Dairy, etc. The products you would find in the Whole Food Grocery Stores, etc.

General Food's Cheerios does a great job!!!

Curves -- this chain of fitness centers for women seems to have taken some of the stress out of working out. They have created a comfortable atmosphere -- more of a true club than many health clubs, which lack camaraderie.

Cereal, healthier alternatives have popped up and are successful.

Lean Cuisine has recently made some packaging changes, making it easy for consumers to spot nutritional data

Nike

Nike

Nike for promoting athleticism and for promoting as a hero, the "average Joe" who puts effort into staying fit.

Lean Cuisine - it's a tasty, yet healthy product that has promoted exercise in both it's sponsored programs and it's consumer advertisements.

None really

I actually think the QSRs are doing the right thing by offering healthier options

- Nike, of course - making great health a selfish, as opposed to common sense objective - Whole Foods - moving organic and alternate foods out of the mom-and-pop channel into the mainstream - Look at organizations like the US Green Building Council. Changing our food habits is not just about going to the gym or marathons...it's part and parcel of changing attitudes to a more holistic view of how we live, and our awareness of the impact of our actions.

i just ate a box of annie's mac and cheese and it was nicely done - it even gave an alternative way to prep the food using yogurt.

Cooking LIght Magazine - realistically makes things lighter but doesn't completely cut out the 'bad' stuff so one doesn't feel completely deprived. Touts proper portion size and eating in moderation. Also features exercises each month, plus other ways to balance your life. Again, all in moderation - not in a super skinny model type of way... in a 'let's be real' type of way.

Nature Made vitamins Nature Valley granola Almond Council of California

Nonfood, "lifestyle" companies, because food brands only make money when consumers buy more food. Although this is a toss-up; how many people have converted their new Stairmaster or treadmill to a coat-rack three weeks after New Years?

I think Atkins is now moving up to the plate to push their branded products. As far as fitness goes, I am not sure who is doing a great job.

Nike: Just Do It covers a lot of ground......

Kashi, Boca burgers, truth be told not many.

Nike, Nike, Nike. Special K.

No ingisht on this one

wheaties, nike, REI -- because they link cause and effect - nutrition and activity -

Center for Disease Control, trying to educate children about all aspects of nutrition and exercise thru it's web site

Lean Quisine because I believe it is actually a quality product.

none come to mind

N/A

Other than the fitness equipment manufacturers such as Bowflex, nothing really stands out in the Restaurants have increased their portions size which doesn't help. Most of the food companies seem to stress quick-to-prepare and low-fat as their main selling points. But healthy? Hard for the consumer to really know. A few years ago when the pork industry positioned itself as "the other white meat," this seemed to broach the health concept.

Lean Cuisine, Healthy Choice, Subway and a applaud Kraft and Nabisco for starting to make the effort

Nike...what they say is correct..."Just do it"....and they make fitness aspirational. Bowflex...shows real people enjoying results from consistent hard work...beleivable...cool looking product too! The Subway diet campaign is clever marketing that may be successfully repositioning the chain as a viable alternative to other fast foods. However it strains credibility...as my 9-year old commented "That's all they ate? How can you eat one of those for breakfast?" Major League Soccer has a massive

I think the Michelob Ultra campain has been remarkable. Particularly for a category that is obvioulsy not fitness oriented.

NIKE by just simple touting the benefits of just doing it and not balme others for your own condition. Some of the water companies and Gatorade for showing active lifestyle where their product should be consumed

Lean Cuisine, Healthy Choice and Blue Bunny are examples of frozen entrees and deserts that cater to low carb, low sugar, low fat patrons. Lay's potato chips is working on improvements with Baked Lay's, etc. but additional work needs to be done.

Nike celebrates the athelete in (most of) their advertising.

Nick - VERB campaign

Organic and Natural Foods products. The Natural supplement and bodycare companies

can't think of any

Milk -- promoting stronger bones. I really think it's making a difference. And although Kraft's marketing campaign is in still in the "beginning" stages, I think it's already making an enormous impact on consumers.

Dole

Milk Board WBA MLS

Cereals - such as Cheerios, Special K and Wheaties. Government is trying with "Verb" ads, but I'm not sure how much success it's having.

no one comes to mind

thinking narrowly -- the fitness magazines the whole yoga and holistic movement

Nike - get out there and exercise Earth's Best - healthier food Wendy's - salads now with low fat dressing

kellogs.the reason in the advertising in fibers is good for health.

Bottled Water brands - increased water consumption is healthy and detracts from sodas. Subway - healthier alternatives to unhealthy lunches.

Weight Watchers - they've created a simple system that makes it easy for people to understand how much they're eating.

Doctors are doing it and health books. I don't think any manufacturers are doint it.

Special K (Kellogg's) - 2 bowls 2 weeks campaign is the one that sticks out the most in my mind. Also, I think some chain restaurants are doing a good job of identifying the more "health conscious" meals on their menu.

Quaker Oats markets an oatmeal to women and is doing a fair job of that; Tums and other antacids that include calcium are also on the bandwagon. Of course, there is Subway and Stouffer's, but overall, health and fitness (outside of gyms) is marketed to women successfully, because women are the caretakers of the home and influence what their family eats and does.

That new water from Gatoraide - can't think of the brand of their "fortified" water. Ads show the drops of water hitting a hard surface and an athlete pops up. Well done (except I cannot remember the brand - nor have I bought any!).

Apparel & footwear brands portray healthy, active lifestyles - and they make it look cool with hot celebs, cutting edge edits and special effects, combined with positive messages.

Nike...but then I'm biased Most major sports brands. Special K

A local supplier, Manitowoc Ovens. They offer a wide variety of whole grain breads. They teach others how to start whole grain bakeries. They get involved in their local community by funding a total revamping of a school lunch program as well a prison food program.

Nike - Inspirational fitness advertising Gatorade - Performance oriented advertising