2016 Air Max Blue

Special K cereal's sales are down 7 percent in the past two years, according to IRI, a market research firm based in Chicago. Kellogg last year rolled out "Special K Nourish" hot cereals that tout a blend of grains such as quinoa and barley. A Kellogg executive noted at the time that people are looking for nutritional benefits rather than just reduced calories.

2016 Air Max Blue

2016 Air Max Blue

Part of the problem: "Low calorie" foods make people feel deprived. Now, people now want to lose weight while still feeling satisfied. And they want to do it without foods they consider processed.

2016 Air Max Blue

The calorie counting that defined dieting for so long is giving way to other considerations, like the promise of more fiber or natural ingredients. That is chipping away at the popularity of products like Diet Coke, Lean Cuisine and Special K, which became weight watching staples primarily by stripping calories from people's favorite foods.

"Regular yogurt is really thin," Pill said. "It was low in calories, but it wasn't filling."

2016 Air Max Blue

percent drop in sales in the past four years, according to IRI. So the company introduced an "Honestly Good" line that boasts of natural ingredients and offers more generous servings at about 390 calories per box, rather than the 300 calories for regular Lean Cuisine meals.

This Jan. 31, 2006 file photo, boxes of Kellogg's Special K cereal are on display at a supermarket in an Omaha, Neb. The fixation on calorie counts that defined dieting for so long is giving way to other considerations, like the promise of more fiber or natural ingredients. The shift is chipping away at the popularity of products like Diet Coke, Lean Cuisine, Special K and Yoplait Light, which became dieting staples primarily by virtue of being calorie stripped alternatives to people's favorite foods. (AP Photo/Nati Harnik, File)

Mondelez spokesman Richard Buino said the company is focusing on healthy snacks that are about "more than an arbitrary calorie amount."

2016 Air Max Blue

2016 Air Max Blue

Many top brands are trying to keep up with the trend:

2016 Air Max Blue

"We know that while calories are calories, how satisfied you are with eating those calories makes a difference," said Karen Miller Kovach, chief scientific officer at Weight Watchers.

In this March 3, 2010 file photo, a Costco customer pours a Diet Coke drink at Costco in Mountain View, Calif. The fixation on calorie counts that defined dieting for so long is giving way to other considerations, like the promise of more fiber or natural ingredients. The shift is chipping away at the popularity of products 2016 Air Max Blue like Diet Coke, Lean Cuisine, Special K and Yoplait Light, which became dieting staples primarily by virtue of being calorie stripped alternatives to people's favorite foods. (AP Photo/Paul Sakuma, file)

Weight Watchers updated its famous "Points" system in 2010 to consider the protein content of food. It also introduced a "Simply Filling" option that lets people eat from a list of "power foods" without counting points.

Frito Lay also made its last shipment of 100 calorie pack Cheetos and Doritos this past summer. The chip maker's new "ready to go" packs still have about 100 calories, but the trait is no longer advertised on the bag's front.

Dieters move past calories food makers follow

will make dieters less likely to binge later, even if they're higher in calories.

Nestle's Lean Cuisine saw a 27 Air Max Women 2014

Executives at Coca Cola Co. and PepsiCo Inc. blame customers' move away from artificial sweeteners and say they're working on sodas using natural low calorie sweeteners. The drinks are likely to have more calories than traditional diet sodas, but the thinking is that people will accept the tradeoff to avoid artificial ingredients.

2016 Air Max Blue

2016 Air Max Blue

The sales declines for diet brands are a reminder that what's in vogue today may also eventually be seen as marketing gimmicks.

Perhaps most emblematic of calorie counts as a marketing gimmick are the 100 calorie snacks that flooded the market a decade ago. Some food companies are retreating from the strategy.

"People are recognizing that it's not enough to just go on a diet and lose weight. Nutrition comes more into play," said Margo Wootan, director of nutrition policy at the Center for Science in the Public Interest, a health advocacy group.

protein or fat keeps Nike Air Max Sale Size 3

In fact, Miller Kovach of Weight Watchers points to a pitfall: The belief that a food is wholesome is sometimes used to justify eating too much, she said in other words, consuming too many calories.

In the past four years, sales of 100 calorie snack packs of Oreos have plummeted 72 percent, according to IRI. Parent company Mondelez International Inc. also has pruned varieties from its 100 calorie lineup and now offers only four.

Kelly Pill has been dieting since her son was born more than 30 years ago. But the 54 year old resident of Covina, Calif., made changes to her approach in recent years. She doesn't eat Lean Cuisine microwavable meals as often because she doesn't find them that filling. She also switched to Greek yogurt last year to get more protein.

Both Diet Coke and Diet Pepsi saw sales volume fall by nearly 7 percent last year, according to the industry tracker Beverage Digest. That was steeper than declines for their full calorie counterparts.

But dieters are sick of foods that provide only fleeting satisfaction and seem to make them hungrier. The new thinking is that eating foods with more Nike Air Max Youth

2016 Air Max Blue

It's not that people don't care about calories anymore. Nutrition experts still say weight loss comes down to burning more calories than you eat.

2016 Air Max Blue

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