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Light on fat, not on taste
Grocers who have seen flat sales of light ice cream can take heart: This May Dreyer's Grand Ice Cream Holdings, Inc. is launching a new ice cream that it says delivers the taste and texture of full-fat ice cream. The company's secret is a
proprietary "slow-churned" method of making ice cream that kneads fat molecules at a colder temperature, stretching and distributing them widely. The new line, which includes 16 flavors from classic Vanilla to French Silk, will be sold as Dreyer's Grand Light west of the Rockies, and as Edy's Grand Light east of the Rockies. Each variety features 50 percent less fat and one-third fewer calories. A 56-ounce family-size carton retails for a suggested $5.50. To kick off the launch, Dreyer's is conducting the largest marketing campaign in its history. Look for print, radio, and national TV ads, as well as national in-store point-of-sale programs, newspaper inserts, sampling, and public relations. For more information visit www.icecream.com.
Grocers who have seen flat sales of light ice cream can take heart: This May Dreyer's Grand Ice Cream Holdings, Inc. is launching a new ice cream that it says delivers the taste and texture of full-fat ice cream. The company's secret is a
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