Dreyer's betting big on Slow Churned light ice cream

05/3/2005 | Newsweek

With a marketing and R&D budget of $100 million and a name that evokes a "natural, homey recipe rather than diet food," Dreyer's new Slow Churned line aspires to be what Bud Light is to beer. The line is made through a proprietary process involving lower temperatures and higher pressure that gives fat molecules greater surface area and, thus, a creamier texture. Higher costs from this different manufacturing process are offset by lower volumes of milk and cream, enabling a retail price at parity with the regular full fat variety.

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