Reebok, a maker of athletic shoes and accessories, launched a self-branded bacon line to woo Paleo diet and CrossFit fans, Pork magazine reported.
Reebok, sponsor of the 2014 CrossFit Games, rolled out the promotional products at the Games, which were held July 22 to 27 in Carson, California.
A food truck, dubbed the Reebok Bacon Box, handed out bacon treats, including bacon-wrapped artichokes and carne asada to CrossFit Games attendees. Reebok said its self-branded bacon line was a natural fit, as CrossFitters often follow the Paleo diet and vice-versa, and both crowds go ham for bacon.
“The CrossFit community loves bacon,” Will McGinness told FastCompany. "They eat it. They talk about it. Some even wear clothes featuring it. We wanted to embrace the love of bacon and build something fun for the community, while remaining authentic to its spirit.”
In keeping with the Paleo diet’s emphasis on unprocessed foods, Reebok bacon is uncured and contains no nitrates, preservatives, MSG, or sweeteners.
It’s unclear if Reebok bacon will be made available to the general public, but the porcine treats were a huge hit at the 2014 CrossFit Games, which Rich Froning won for the fourth consecutive year.
Paleo Diet Twice as Effective for Weight Loss in Study
Meanwhile, the popularity of the Paleo diet continues to soar, buoyed by scientific studies suggesting it promotes weight loss by boosting metabolism and fat-burning.
A recent two-year study published in the European Journal of Clinical Nutrition tracked 70 overweight, post-menopausal women who were assigned either a low-fat diet or a low-carb (higher-fat) Paleo diet.
The results indicated that the low-carb Paleo diet was twice as effective for weight loss, melting belly fat, and controlling diabetes as a low-fat diet.
Study participants were measured for weight, cholesterol and blood sugars after six months on their respective diets, and again after two years. The results showed the Paleo dieters lost significantly more weight (14 pounds) compared to the low-fat dieters (5.7 pounds).
The Paleo diet emphasizes high-quality animal proteins, healthy fats, vegetables and fruits, and excludes gluten, sugar, dairy, legumes, starches, alcohol and processed foods.
It is the most popular diet around and has a huge celebrity following, including Tim McGraw (who credits Paleo and CrossFit for his 40-pound weight loss) and Megan Fox, who lost all her baby weight in five months on a low-carb Paleo-style diet that banned bread.