I tried a new product recently because I just couldn't resist seeing if it was indeed the revolutionary new food that it proclaims to be. Well it's not, but it is a quite tasty and nicely marketed product.
Lettuce Jammers jumped off the shelf at me and begged me to try sweet, crisp lettuce shells that would be perfect companions to a variety of hot and cold fillings. The fresh and refreshing blue and green packaging and wave shaped lettuce leaf with the promise of "sweet & crisp" flavor was irresistible. I bought the remaining ingredients I would need to make tacos using Lettuce Jammers as the shell.
The Lettuce Jammers turned out to be small heads of lettuce - nothing revolutionary. But, they made delicious taco shells and I felt like I was having a great tasting variation on tacos, not low-carb diet tacos.
Lettuce Jammers could easily be marketed as a low-carb diet food but diets are depressing. People want magic bullets and will try diet fads like the recent Atkins revival craze. But they don't stay on diets. What works longer term are changes in eating habits that people make for positive reasons like for better health. I believe that's why things like "good carbs" (e.g. brown rice, whole wheat bread) will have lasting popularity unlike "low carbs" which have already fizzled and peaked at grocery about the same time manufacturers started shipping products to respond to the craze.
In other words, wrapping burgers, tacos or anything else in lettuce instead of bread because I'm depriving myself on a diet is a bummer. Eating my tacos wrapped in a sweet and crisp lettuce jammer is a fun change of pace that has the bonus of being good for me, making me healthier and therefore puts a big smile on my face. I believe that products (and marketing) that make people feel happy and good about themselves will win out every time.