In a recent interview with USA Today, Whole Foods co-founder and chief executive John Mackey said the company is planning to launch a new Private Brand based on the Engine 2 Diet. The products will reflect the diets unique combination of true vegan sensibilities with restrictions on fat, sugar and salt intake. The new brand will be available in 2011.
Mackey has been vegan for 5 years and vegetarian for 30. He credits the Engine 2 Diet with helping him lose 20 pounds as well as lowering his cholesterol and his blood pressure.
“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,” explained Mackey.
Rip Esselstyn, a former fire fighter and professional tri-athlete created the Engine 2 Diet. It is a vegan diet that consists of whole grains, vegetables, fruit, legumes and nuts. According to Esselstyn, “Engine 2 is not a short-term solution to losing weight; it’s a holistic approach to healthy living.”