Kraft's New Year's resolution seems to be directed towards encouraging a healthier diet, especially with children, and improving significantly its range of products first of all by removing artery-clogging trans fats from its foods.

Could this be classified as an effort that Kraft makes to redempt its image after the famous now Oreos lawsuit in 2003? Fact is that there were inconvenient consequences of the event. People's perception of the Kraft products was affected negatively, they came to be associated with the idea of unhealthy foods.

Thus, the step that Kraft Foods Inc. made is the wisest approach that could have been done at this time and was somehow predictable. And what better ally than a diet that became a brand for healthy eating, the best selling book on diets so far, the South Beach Diet ?

I could not ascertain whether the main reason for this alliance is constituted by the diet's principles of a healthy eating or a powerful image that sells. However, the latter might actually function only if the image of South Beach diet will cease to be associated with low-carb diets that have proven to be just fad-diets and registered a dramatic fall in popularity during the past year. Dr. Agatston has made efforts in this direction, trying to individualize the image of the South Beach Diet.

Of this association hopes are that the image of both partners will improve. On one hand, Kraft intends launch in spring a new line of products including cereals, wraps, entrees etc based on healthy ingredients and adding the South Beach Diet brand is intended to to address concerns about obesity and health.

Dr. Agatston, on the other hand, hopes that the new, healthy product line will be of help in ridding South Beach Diet from the low-carb diet image and thus the diet to regain its status of health-directed way of eating. People should rethink South Beach Diet as a diet of common sense priciples - while eating a variety of foods, eat the right foods:

• Protein: lean sources of protein
• Fats: get rid of trans-fats and avoid as much as possible saturated fats, replacing them with healthy fats, such as olive oil or other unsaturated fats, reduced fat cheeses and dairy products,
• Carbohydrates: whole grains, fruits and vegetables.