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Les Incroyables from Lorraine Glaces features fake fat Simplesse ingredient.

Lorraine Glaces has launched the first French products to incorporate the fat substitute Simplesse. Les Incroyables (The Unbelievables) is a line of five ice creams described as "truer than nature" by the manufacturer.

The frozen confectionery is billed as rich in texture and flavor while spooning out relatively little fat and few calories. Actual levels vary depending on flavor. Strawberry with bits of fruit and puree of fruit, for example, contains only 135 calories per 100 grams and is 0.30% fat. Coffee is approximately the same: 133 calories and 0.04% fat. Pistachio with nuts coated in chocolate is not as light. Vanilla with caramelized pecans has the most fat: 0.90%, and chocolate with almonds is heaviest in calories at 186 per 100 grams.

For Lorraine Glaces' ice creams, Simplesse is constituted of skim milk and egg whites, heated and blended into tiny spheres which impart a fat-like mouthfeel. For other products the same effect is achieved from the proteins in lactoserum.

NutraSweet Europe, which distributes Simplese throughout the Continent, has been operational since 1990. While offices are headquartered in the Paris region of Boulogne (Hauts de Seine), production takes place at the DMV-Campina factory in Holland. Simplesse runs a R&D laboratory at Bievres (Essonne), which is near Paris.

The cylindrical tub packaging design of Les Incroyables is striking. Sporting gold and black tops and bases, sides are highlighted with images of scoops of ice cream and fruit, nuts or other ingredients. On the top is a white band flashing the Simplesse logo and the words "peu de matiere grasse" (little fat). On the sides is a band with the logo and the words "plus de gout" (more taste), in addition to the La Glaceraie logo of Lorraine Glaces. Each tub holds 500 milliliters.

Lorraine Glaces accounts for just a 3% share of the French market for ice cream and frozen desserts. However, some 10% of output is exported. The Dieue sur Meuse, Lorraine-based factory packs items for freezer centers, home delivery services, and large general retail outlets.

Two major labels are offered in addition to La Glaceraie, which accounts for 10% of production. They are: Gellsa (70%) and Plaisirs d'Aujourd'hui (20%). Each includes products in all the usual segments of the market: ice cream and sherbet in bulk, cones and sticks, as well as desserts for special occasions in individual or multiple portions.

Lorraine Glaces is not the first European company to adopt Simplesse. Last October the Finnish dairy cooperative Valio introduced an ice cream containing only 0.40% fat; and the United Kingdom has Simply Snugbury's Vanilla Dairy Ice, as well as Tesco's Simplesse yogurt and spread.
COPYRIGHT 1992 E.W. Williams Publications, Inc.
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Copyright 1992 Gale, Cengage Learning. All rights reserved.

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Title Annotation:ice cream
Author:Davis, Mary
Publication:Quick Frozen Foods International
Date:Oct 1, 1992
Previous Article:Frozen bakery products in France winning over consumers en masse.
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