ABSTRACT
This chapter aims to delineate the structure of the industry-health promotion linkage and its consequences today for both commercial profits and societal patterns of health risk. The concept of "light" food was first made popular with a mass audience with the 1975 introduction of the low-calorie beer Miller Lite. Social marketers promote a lifestyle model of health behavior. This lifestyle model assumes that personal habits can be changed and that people can choose to change their habits. The project acronym, Low-Fat Eating for America Now (LEAN), no doubt was meant to tap into the connection in most people's minds by that time between lean food and lean bodies. The Project LEAN and Healthy Choice social marketing campaigns were wildly successful. The Food Marketing Institute's annual surveys of household shoppers documented an upward trend in consumer concerns dietary fat throughout the 1980s.
