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 frozen products taste like superpremium.

Dreyer's announced its "slow churned"™ method late 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. It is a similar technolgy to what was described in a Dairy Foods plant 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.