This is off-topic, but I really hate the term "health craze." People caring about something does not make it a "craze." When people put on their seat-belt, we don't say they have a "safety craze." For the same reason, we should stop using the term "health craze."
In Krispy Kreme case it was in fact a "craze" - the Atkins "eat no sugar" diet wave, followed by South Beach diet wave, followed by the derivatives. All of these have subsided now, but they were nothing less than a sudden craze. I was one of many how jumped on the bandwagon only to jump off it few months later.