Calcium craze invading two new food categories

Thompson, Stephanie
March 2000
Advertising Age;3/20/2000, Vol. 71 Issue 12, p28
Trade Publication
This article deals with the move of Unilever units Lipton and Good Humor-Breyers to add calcium in their products as of March 20, 2000. These units made this move in an effort to build stronger sales while helping consumers build bone mass. Lipton will begin shipping new Shedd's Spread Country Crock With Calcium nationally beginning April 24, 2000, while Good Humor-Breyers will introduce Breyers All Natural Calcium Rich ice cream in test markets later in March 2000. The Country Crock entry, a tub of margarine that contains 10% of the daily requirement of calcium, will be backed by an estimated $5 million TV campaign, supported by newspaper inserts and will target a broad base of consumers, focusing on older women. On the other hand, the Breyers line is also a pioneer in its category. The product contains 30% of the daily requirement of calcium per half-cup serving.


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