The paper aims to analyze the value co-destruction process that is taking place in the mainstream food market, and particularly in the carbohydrate-based food category, on the part of consumers who embrace a low-carb/high-fat (LCHF) lifestyle. Through the content analysis of consumer online contributions, we reveal that consumers play a fundamental role in co-creating the value of the LCHF movement. In doing so, they destroy the value of mainstream business incumbents and spur them to innovate, while providing novel market opportunities for new comers, as well as prompting new product launches in adjacent industries
