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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.

Welcome to the dairy case, a round-up of what’s new in products, companies and marketing. In this edition: Heluva Good!, Turkey Hill, Kemps, Eagle Brand Sweetened Condensed Milk and more.

There was no activity by dairy marketers in this week's free-standing inserts. Instead, take a look at how some dairy brands are taking their messages to the health club.The nutritional benefits of milk and yogurt are a good fit with consumers  who are focused on their health. They are "are a highly captive audience for products that fit their healthy lifestyles,” says Richard Hirsch, executive vp of the Los Angeles-based Health Club Media Network.

In introducing Double Dunker, Turkey Hill Dairy reaches back to its roots of premium ice creams based on homemade flavors.

Dean Foods promotes a winter classic -- hot chocolate. Kraft reminds shoppers that its Singles are part of a classic combination – a grilled-cheese sandwich and tomato soup.  Meanwhile, Yoplait brands are the beneficiaries of a multipage FSI event by parent General Mills. They are among the dairy foods featured in this week’s free-standing inserts (FSIs) report.

Marketers of dairy desserts key into the upcoming Valentine’s Day holiday in this week’s free-standing inserts. Kahala Corp.’s Cold Stone Creamery shows a heart-shaped chocolate and strawberry ice cream cake.  Schwan Food Co. touts its Edwards frozen desserts, made with ice cream, while Sara Lee Corp. pictures a slice of cheesecake under the headline "You are the sunshine of my life, Sweet love that always goes around . . .".