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* The September 25 Advertising Age reports that ConAgra is trying to rev up its faltering Healthy Choice brand, including the ice cream products it markets under that label. The publication reports that the Healthy Choice Premium Low Fat ice cream sales dipped 11.5% last year, to $87 million, leading ConAgra to offer a reformulated line with a new texture it describes as "so rich and creamy, you won't believe it's low fat," with flavors that include dulce de leche and tin roof sundae in emulation of the popular high-fat ice cream brands such as Haagen-Dazs and Ben & Jerry's. Ad Age quotes food industry observers who note that low fat brands are fighting a trend that has consumers eating fewer treats but wanting high indulgence ones when they do fall off the wagon.
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Publication:Ice Cream Reporter
Date:Oct 20, 2000
Words:133
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