90 is the new 100

Packaged-food giants from Quaker to Kraft are discovering that calorie-conscious snackers, who turned 100-calorie packs into a $200 million annual gold mine, are getting bored with 100, reports USA Today. In fact, they seek new magic numbers – 90, 80, 70 or 60. Some 82 single-serve products with less than 100 calories hit the market in 2007, vs. seven in 2003, according to Tom Vierhile, director of Datamonitor's Productscan Online. Quaker, a unit of PepsiCo, is on the portion-control front with 11 single-serve products at 90 calories in 2007, and they are its fastest-growing line. Last month, it rolled out three Mini Delights and two granola bars.  “What I like most about 90 is that it one-ups 100," said Quaker Foods President Mark Schiller. Kellogg introduced Special K Bliss bars at 90 calories and Grab 'n Go cereal packs as low as 70. ConAgra rolled out Hunt's Snack Pack Fat Free Pudding at 80 calories and David Seeds Pumpkin Seeds at 90. Kraft rolled out LiveActive Natural Mozzarella Cheese Snacks in 80-calorie sticks, and its Jet-Puffed marshmallows are sold in 90-calorie pouches. General Mills is introducing Fiber One yogurt from Yoplait, with 80 calories. Hershey’s offers 60-calorie Hershey Sticks in four flavors. And even your dog can slim down with 50-calorie Pup-Peroni snack packs from Del Monte. How low can you go? Schiller said, "When you go too low in calories, there isn't enough food there.” And he adds, “There is a tipping point where folks will tell you they're still hungry when finished."