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Dreyer's Grand Ice Cream Holdings is launching its largest marketing campaign ever to introduce to consumers a new technology said to make low-fat ice cream and frozen products taste like superpremium.
Dreyer's unveiled its "slow churned" process last month with a barrage of press releases and media appearances.
"In blind national taste tests, nearly eight of 10 consumers concluded the new Dreyer's/Edy's Grand Light was either a full-fat premium or superpremium ice cream," the company said in a press release. "This is great news for both consumers and for grocery retailers, who have seen flat-to-declining light ice cream sales the past few years."
Dreyer's CEO Gary Rogers described the process to CNN as a high-pressure, low-temperature freezing technology.
Dreyer's-which introduced its first light ice cream (50% less fat and 30% fewer calories) in 1987-saw a 75% increase in light sales in market tests of the slow-churned ice cream this past year.