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MISLEADING PACKAGES FROM UNILEAVER

Ice cream comes in a variety of packages and product forms and is accompanied by a variety of claims and ingredients. Product descriptions include Original, Real, Premium, Natural, and All Natural-No additives Breyer's has long been an iconic ice cream brand on the East Coast, especially in the Philadelphia Market. Some Philadelphia shoppers think it was invented by Ben Franklyn. The package has been updated and moved with the market over the years but the iconic look was retained and the All Natural Vanilla Bean continued to be the gold standard of the half-gallon market, even as the actual size of half gallons slipped a few ounces so many times that and no one can remember the last time they actually saw a 1/2 gallon.

Now, instead of shrinking the package size and weight, Breyer's has downgraded the quality such that most Breyer varieties look the same as always but don't qualify as ice cream and must be identified as "frozen dairy dessert". Yes, the small type size is deliberate. The label says that they don't want shoppers to notice that the stuff in this ice cream package isn't ice cream. The words Ice Cream do not appear anywhere on the package. The print size for "frozen dairy dessert" is almost as small as the list of ingredients which include:
Corn syrup
Cream Whey
Mono and diglycerides
Carob ban gum
Guar gum
Carageenana
Vit A palmitate
And a phone number 800 931 2826
A customer service representative explained that conversations to Frozen Dairy Dessert were made in March 2013 and that the difference between these product and ice cream is the fat content which does not match any of the established categories for Light or Low Fat or Full Fat ice cream. There is nothing but gibberish in response to the list of additives which differentiates the frozen desserts from ice cream and no acknowledgement that there products could be sold at lower price points.

Adding insult to injury, the peach flavor in peach frozen dessert comes from real peaches!) Degrading iconic products while pretending they haven't changed seems even worse than reducing the size in a way that consumers won't notice. Some analysts think that Unilever is planning to sell off its food brands in favor of more profitable businesses. That could explain getting as much cash as possible from their food brands and leaving long term trust problems to the next owners.

 

 

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