The most frequently seen “low in ___” claim, apart from low-carb, was low-fat. Applied to both bread and bakery items, this positioning has increased substantially since 2003. In August, General Mills (Minneapolis) extended its Pillsbury Grands! biscuit line to include Reduced Fat Original Flaky Layers Biscuits and Reduced Fat Homestyle Buttermilk Biscuits, which contain 25% less fat than the original. Additionally, Recommended Foods (Oklahoma City, Okla.) launched Luscious & Light Cream Cheese Brownies. The brownies contain 50% less fat than regular fudge brownies.
Raising the bar this year for not only health and wellness, but also convenience, was Kraft Foods (Northfield, Ill.). The release of its 100 Calorie Packs provided consumers with mini versions of their favorite indulgences, such as Oreos, Wheat Thins, Cheese Nips and Chips Ahoy! The products contain no cholesterol, are low in fat and contain only 100 calories. The convenience factor is high here, as consumers can grab a bag while on the go, as well as easily locate the calorie content.