Whole Foods New Private Label Based On ‘The Engine 2 Diet’
Written by Vegetarian Star on September 3rd, 2010 in Books, Business, Food & Drink, Nutrition-Health-Fitness.
Whole Foods’ CEO John Mackey recently told USA Today that the store will be unveiling a new, private label line next year that famous vegan firefighter and author Rip Esselstyn would approve of.
“We’ll introduce a private-label line in 2011 based on the healthy eating book The Engine 2 Diet,” Mackey said. “We’ve licensed that brand. It’s vegan (no animal fats) with no canola or safflower oils, and low in sugar and salt.”
The line offers products similar to what Mackey eats, but he insists that has nothing to do with its creation.
“Though that is the way I live, it is not my personal lifestyle driving this. We think it will be a good product category for the company.”
Looks like vegs will be ringing in the New Year with another option in good food.
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