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PFIZER'S NEW FAT EXTENDER DESIGNED TO RESTORE FLAVOR IN LOW-FAT FOODS

PFIZER'S NEW FAT EXTENDER DESIGNED TO RESTORE FLAVOR IN LOW-FAT FOODS
 NEW YORK, Feb. 6 /PRNewswire/ -- Pfizer Inc today unveiled a family of fat extender products designed to "put the taste back" in low fat foods.
 Trademarked Veri-Lo, the newest addition to the company's 'lite' food ingredients line is a patented blend of approved ingredients which provide the stability, texture, mouthfeel, sheen and opacity that food processors and consumers expect, Pfizer said.
 Lite Foods Unit
 Manufactured at a dedicated facility now on line in Milwaukee, Veri-Lo is the latest "lite" product developed by Pfizer's Specialty Chemicals Group. Last year, Pfizer created a specialized lite foods marketing unit as part of its strategic repositioning.
 Other lite food ingredients include Litesse(A), a polydextrose-based bulking agent available only from Pfizer that can replace sugar or fat in baked goods, confectionery and frozen dairy desserts.
 "Since the food industry began working with so-called fat replacers, a common consumer complaint has been taste," explained Donald F. Farley, executive vice president of Pfizer Specialty Chemicals.
 "Getting people to buy a low fat product once hasn't been a problem," he said. "The real problem has been to convince the consumer to buy it again. We believe Veri-Lo can help overcome that resistance.
 "There is no universal fat substitute," Farley continued. "While Pfizer's approach is a major departure from the way others have sought to replace fat, it is really quite simple: using proprietary technology, we make a little bit of fat seem like a lot more."
 By working closely with customers worldwide and by developing a family of related products, Farley stated that "Pfizer has taken the lead in optimizing fat reduction." The results are specialty products targeted toward mayonnaise, spoonable salad dressing, sandwich sauce, frozen dairy desserts and many other food products.
 Family of Fat Extenders
 Foods made with Veri-Lo taste every bit as good as their traditional full-fat counterparts, Farley added. Under development are applications in soups, sauces, pourable dressings, puddings, whipped toppings and baked goods.
 For more information on Veri-Lo fat extenders, contact:
 Ted E. Blake
 Director, Lite Ingredients
 Pfizer Specialty Chemicals Group
 235 East 42nd Street
 New York, New York 10017
 Phone: 212-573-1136
 Fax: 212-573-1166
 (A) Veri-Lo and Litesse are registered Pfizer trademarks.
 -0- 2/6/92
 /CONTACT: Tony Biesada, 212-573-2055, or John Venardos, 212-573-2548, of Pfizer/
 (PFE) CO: Pfizer Inc ST: New York IN: CHM SU: PDT SM -- NY091 -- 7860 02/06/92 15:56 EST
COPYRIGHT 1992 PR Newswire Association LLC
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1992 Gale, Cengage Learning. All rights reserved.

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Publication:PR Newswire
Date:Feb 6, 1992
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