Desserts made with dairy ingredientsand non-dairy dessert alternatives dominate this week’s free-standing inserts. One cheesemaker promotes itsreduced-fat cheese,while another marketer taps intothe appeal of cheddar cheese-for cats.

FSI report for the week beginning April 3, 2011

Desserts made with dairy ingredients and non-dairy dessert alternatives dominate this week’s free-standing inserts. One cheesemaker promotes its reduced-fat cheese, while another marketer taps into the appeal of cheddar cheese-for cats.
Land O’Lakes promotes its branded butter and half-and-half, plus its Alpine Lace cheese in this week’s FSIs.
Two bunny-shaped cream puffs appear under the headline “Bake Spring Sweetness, Make your spring holidays memorable with Land O Lake Butter.” The marketer instructs shoppers to search at and includes logos for Facebook and Twitter. It also promotes its “simple rewards club” where shoppers can find, rate and comment on recipes, as well as receive exclusive offers. The FSI also shows the Box Tops for Education logo.

The dairy co-op headlines its half-and-half beverage “Enjoy better coffee. Naturally.” Bottler Whitewave dangles a 75-cent coupon toward the purchase on any quart SKU and 50 cents for any pint SKU.
Land O’Lakes again takes the taste route for its Alpine Lace cheese, stating “Good for you tastes better” and touting the cheese’s 25% reduction in fat.

In other activity

  • Bel Brands USA’s Laughing Cow and Babybel cheeses promise to donate $1 to support local health and wellness programs. Shoppers enter on-pack codes online at
  • Kraft’s dairy-based Tempations by Jell-O tweaks frozen-dairy dessert makers by telling shoppers to “Save your willpower for the ice cream aisle.” The 150-calorie (or less) dessert brand offers a 50-cent coupon toward the purchase of any Jell-O SKU.
  • Nestle’s Purina Fancy Feast cat food states, “Make every day more delightful with the taste of cheddar cheese.”
  • Hain Celestial Group showcases its nondairy beverages and frozen desserts made with almonds, rice or coconut milk.

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View a slide show (below) of this week's FSI activity.