Subway’s decision to cater to consumers following low-carb diets reflects the changing diet patterns of American consumers. The move also further positions Subway as the only major quick serve restaurant in the U.S. to offer a wide range of choices for diet-conscious consumers.

More Americans now follow low-carb diet plans than any other type of diet. More than 34 percent of dieting consumers currently follow or have switched to a low-carbohydrate/high-protein diet compared to 22 percent of dieting consumers who follow a low-fat diet, according to recent studies by the Synovate research group.

Now, 56 percent of dieting consumers can meet their weight-loss objectives by dining at Subway. With this announcement, Subway is the first quick-serve restaurant in the United States to offer Atkins-approved wraps.

In the Detroit markets, where the carb-conscious wraps were tested, consumer demand was unexpectedly high and overwhelmingly positive.

“Most restaurants don’t provide carb-controlled options,” said Eric Nelson, Subway franchisee chairman for local marketing for the Greensboro and Winston-Salem market. “It can be difficult to eat out when you are following a low-carb diet. Subway is simply making it easier.”

Subway launched two Atkins-endorsed wraps, the Turkey Bacon Melt and the Chicken Bacon Ranch. Instead of bread, the new carb-controlled sandwiches use a unique wrap made with wheat gluten, cornstarch, oat and sesame flour and soy protein rather than traditional wheat flour.

The wraps used to make the sandwiches are approximately 5 grams net carbs, and each sandwich contains 10.33 grams net carbs or less.

In addition to the Atkins-endorsed wraps, any 6-inch submarine sandwich on Subway’s menu can be prepared with a wrap instead of bread. The franchise also has plans to release new carb-controlled salads in the spring of 2004.

“With the New Year approaching, more and more consumers will be trying to meet New Year’s resolutions to lose weight,” Nelson said. “By providing carb-controlled items, losing weight will be as quick and convenient as going to Subway.”

Low carbohydrate dieting was made popular by Dr. Robert Atkins who developed the renowned Atkins Nutritional ApproachTM. Subway restaurants have formed a partnership with Atkins Nutritionals Inc., to better promote the new line of carb-controlled menu items. Although the wraps are Atkins-approved, they are not appropriate for the Induction phase of the Atkins program, but do offer an important option for most people on low-carb diets.

Subway is the largest fast-food chain in the United States, and the No. 1 submarine sandwich business in the world. Subway now has more than 20,255 locations in 71 countries.

Subway’s success in recent years can be attributed in part to the fact that it is one of the few quick-serve restaurant chains to offer a wide variety of low-fat alternatives to typical fast-food fare. Subway’s famous “7 under 6” low-fat, heart-healthy sandwich menu has become a model in the industry of how to provide customers with healthy food.

The low-carb wraps are an extension of that theme, by offering dieters who can’t enjoy Subway’s traditional home-baked breads with a healthy yet carb-controlled sandwich option.

Subway strives to meet the dieting needs of as many of its customers as possible and does not endorse one diet over the other. Subway holds several awards including the 2003 Brand Keys Customer Loyalty Award in the Quick Serve Food Category, the 2002 “Gold Award” in Restaurants & Institutions “Choice in Chains” for best sandwich and bread, and the 2001 “MenuMasters Award” for “Best Menu/Line Extension” from Nation’s Restaurant News for the Subway Selects gourmet sandwiches.

Subway is headquartered in Milford, Conn., and was started in 1965 by Fred DeLuca and Dr. Peter Buck.