CoolBrands launches Weight Watchers soft ice cream.

CoolBrands International has announced that it will introducing a line soft serve frozen dessert products under the Weight Watchers Smart Ones brand that are intended for distribution to foodservice outlets throughout the U.S. CoolBrands will launch these products as part of a comprehensive program targeting the foodservice industry. Coolbrands is describing Weight Watchers Smart Ones Soft Ice Cream as "an indulgent and sensible alternative to soft frozen yogurt at a time when many consumers are looking for the creamier, less tart taste of traditional ice cream." The product will be available initially in Vanilla and Chocolate flavors and each 4 oz. serving will be worth 1 point in the Weight Watchers Weight--Loss system. The product is being manufactured by CoolBrands' Foodservice Division in Russellville, AR.

CoolBrands will feature other Weight Watchers Smart Ones ice cream novelties in their new foodservice program including the highly successful Round Vanilla Low Fat Ice Cream Sandwiches and Giant Sundae Cups each with only 2 POINTS per serving, as well as the new 1 point Giant Fudge Bars, portion-controlled and specially packaged for single serve sale.

CoolBrands, the exclusive licensee for Weight Watchers Smart Ones frozen novelties and soft serve frozen desserts in the U.S., will support the launch of these new foodservice products with an aggressive national advertising campaign and merchandizing program using soft serve equipment and counter-top novelty freezers that prominently bear the distinctive Weight Watchers Smart Ones logo and distinctive red trade dress. CoolBrands will lease the equipment to major foodservice operators, including Host International, Sedexho, Aramark, Compass Group, and Volume Services America, through an equipment-leasing subsidiary formed as a new profit center for the company.

In announcing the product, CoolBrands' President and Co-CEO, David J. Stein, said, "This new initiative aims to extend the phenomenal success of our Weight Watchers Smart Ones frozen novelties in grocery outlets to the vast foodservice marketFoodservice operators are looking for new indulgent products which cater to the needs of their customers. Weight Watchers Smart Ones Soft Ice Cream is perfect for them, since it features a rich ice cream taste that is smoother, creamier, and less tart than frozen yogurt. And with only 1 point per serving, as compared to most nonfat frozen yogurts, which are at least 2 points for the same serving size, Weight Watchers Smart Ones Soft Ice Cream not only delivers an incredible eating experience, it also fits nicely into the Weight Watchers Winning Points Weight-Loss System.

In addition to the new product launch, CoolBrands was in the news as a result of its several filings by top executives to sell significant portions of their holdings in the company. Canadian press reports indicated that Aaron Serruya, Executive Vice President and Secretary of CoolBrands, has filed a Notice of Intention to sell up to a total of 450,000 Subordinate Voting Shares. Serruya owns, directly or indirectly 4,233,332 Multiple Voting Shares. In addition, Michael Serruya, Co-Chairman of the Board, has also filed a Notice of Intention to sell up to a total of 450,000 Subordinate Voting Shares. He owns, directly or indirectly, 4,233,332 Multiple Voting Shares. The Serruya brothers founded Yogen Fruz, the company that evolved into CoolBrands.

In addition to the Serruyas' filings, Richard E. Smith, Co-Chairman of the Board and Co-Chief Executive Officer, has filed a Notice of Intention to sell up to a total of 470,000 Subordinate Voting Shares. He owns, directly or indirectly, 1,519,467 Multiple Voting Shares and 817,240 Subordinate Voting Shares; David M Smith, Executive Vice-President, has filed a Notice of Intention to sell up to a total of 450,000 Subordinate Voting Shares. He owns, directly or indirectly, 885,644 Multiple Voting Shares and 1,128,796 Subordinate Voting Shares; and David J. Stein, President and Co-Chief Executive Officer, has filed a Notice of Intention to sell up to a total of 450,000 Subordinate Voting. He owns, directly or indirectly, 184,453 Multiple Voting Shares and 981,944 Subordinate Voting Shares. The Smiths and Stein led Integrated Brands, the company that acquired Yogen Fruz. All the above sales were to be made through the facilities the Toronto Stock.