Marketers Promote Dairy for Weight Loss in New Year's FSIs

Unilever, Nestle and Abbott Laboratories piggyback on consumers' traditional New Year's weight-loss resolutions in this week's free-standing inserts.

Unilever states its Slim-Fast shakes (made with nonfat milk and milk protein concentrate) control hunger for as long as four hours, and instructs readers to "try our best tasting shakes ever!" The FSI notes the 10 grams of protein and 5 grams of fiber contained in a serving, and it calls attention to a new bottle for the beverage. The company offers a coupon valid for a free four-pack with the purchase of a similar SKU.

Nestle offers a money-back taste guarantee of its Boost nutritional beverages, made with milk protein concentrate. The marketer highlights the drink's nutrition: 26 vitamins and minerals, 10 grams of protein, calcium and Vitamin D.
In a separate FSI, Nestle calls its Carnation Breakfast Essentials "a smart choice to start a busy day" and "good nutrition from the start." The product, sold as a powder and as a beverage, contains nonfat milk. The FSI notes the food has twice the protein content of an egg, twice the calcium of a 6-ounce cup of yogurt and contains 21 vitamins and minerals.

Glucerna, a shake containing milk protein concentrate sold by Abbott Labs, is said to contain 66% less sugar and 50% more protein than competing weight loss shakes. The marketer claims the product is "the smart way to help manage hunger as part of your diabetes weight loss plan."

In other FSI activity this week:

• PepsiCo promotes Tostitos cheese-based queso dip along with its soft drink and chips brands in an FSI headlined "The Ultimate Match-up for your NFL playoffs."
• Sargento asks readers to "taste the real difference" in its string cheeses, sold in light, Cheddar-Mozzarella and Colby-Jack flavors.
• ConAgra Foods notes its Snack Pack puddings are made with "real nonfat milk" and are "a good source of calcium."