Kraft Rolls Out Mobile Beachside Cafe for Weight-Loss Season

NORTHFIELD, Ill. -- To help dieters maintain their New Year's diet resolutions, Kraft Foods here is bringing the beach to those in need of a winter warm-up. The South Beach Diet "Beach in a Box Cafe" will deliver nutritious foods and fitness tips based on the best-selling diet.

Two 35-foot long beachside cafes will travel to nine major cities throughout January. Floor-to-ceiling Plexiglas windows will encase the white-sand beach, complete with palm trees, shade umbrellas, and a beachside snack bar, serving South Beach Diet foods.

Celebrity fitness trainer Ramona Braganza will also make appearances at selected "Beach in a Box Cafe" stops to demonstrate functional fitness, which includes core and cardio exercises. At tour stops in New York, Boston, Washington, D.C., and Boston, passer-bys can meet Braganza -- who's trained Hollywood celebrities including Jessica Alba, Halle Berry, and Jessica Biel. Top local trainers will make appearances at other tour stops.

Heat lamps in the box will simulate the warmth of the beach, while retractable awnings protect visitors from the January outdoor elements. All visitors will receive South Beach Diet product coupons, Cereal Bars, and a diet solutions mini-magazine.
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