Haagen-Dazs targets low fat demand
formulations: ice cream giant Haagen-Dazs launches its first
'light' ice cream version of its classic brand.
Fully rolled out in June, the line extension, marketed as Haagen-Dazs 'Light', claims to deliver 50 per cent less fat but with the same organoleptic properties of its full fat sister version.
"A proprietary European process that uses slow, low-temperature blending allows Haagen-Dazs to use the same high quality, all natural ingredients thatare used in its full-fat ice cream without adding any artificial sweeteners, fat substitutes, or air," says the ice cream firm owned by US food giant General Mills.
Meeting current consumer needs, food makers are currently looking to low fat foods, (and equally those with an 'indulgent' feel), to feed bottom line growth.
The total value of the low-fat/low-sugar food market in the UK, for example, rose by an estimated 5.3 per cent in 2002, lower than the 8.6 per cent growth pitched in 2001 but nonetheless relatively strong.
The new 'light' selection is available in seven flavours, including vanilla, coffee, mint chip and cherry fudge truffle.
The company claims natural ingredients form the basis of each product formulation. Vanilla, for example, contains skimmed milk, sugar, cream, corn syrup, eggs yolks, a natural flavour and vanilla bean flakes.
