Who knows if this works?

Following the success of the Japanese version, food giant Dole is releasing its own version of the ‘morning banana diet’ in the US

Dole Fresh Fruit Company, a subsidiary of Dole Food Company Inc., has announced the launch of a new campaign to alert people to the health and weight loss benefits of bananas.

The original ‘morning banana diet’ craze was introduced in Japan in 2008 by an Osaka pharmacist to help her husband lose weight, and by following the simple plan he lost 17kg.

Word spread and led to a Japanese banana boom. Consumption skyrocketed and stores across Japan couldn’t keep bananas on the shelves.

Decades of research confirm that increasing consumption of fruit and vegetables, and bananas in particular, can help support healthy, sustainable weight loss.

Besides being naturally free of fat and cholesterol, bananas are a good source of fibre and potassium, and are also an excellent source of vitamins B6 and C.

Throughout January 2010, Dole Fresh Fruit will join with retailers at more than 6,000 US stores to communicate with consumers about healthy eating and weight management.

The company will use more than 100m banana labels, 4m emails and SMS text messages, in-store brochures and two national magazine advertisements reaching over 12m and 6.5m households respectively, to get the message to customers.

Dole’s goal was to create a healthier banana diet that substitutes well-balanced meals and nutritious recipes for the Japanese version’s ‘all you can eat’ approach, the firm said in a press release.

The Dole banana diet recommends two bananas be eaten for breakfast, which provides a metabolic boost for those who usually skip the meal. Research shows people who eat breakfast burn an extra 200-300 calories per day.

“That the banana has assumed prominence as part of the latest diet and nutrition buzz is not surprising. Dole has studied banana nutrition extensively and bananas have significant nutritional benefits that could help support weight loss,” said Dr Nick Gillitt of the Dole Nutrition Institute.

The website www.dolebananadiet.com contains a complete two-week meal plan as well as nutritional information, banana facts and healthy, low-calorie recipes.

fruitnet.com