Alt Text:
A full-page Pfizer Litesse advertisement with a large headline reading “How Litesse™ Can Help Lite Muffins Gain Heavy Sales.” This ad used Litesse polydextrose as a bulking agent for low calorie pancakes and other foods. In the advertisement there is a blue bar chart and this is to compare muffin mix share between 1990-1991 and listed the sales growth, and product characteristics on texture, taste and mouthfeel. Under the advertisement, there’s a logo on Litesse, Pfitzer and specialty chemicals.
Text Transcription:
How Litesse™ Can Help Lite Muffins Gain Heavy Sales.
When a leading muffin manufacturer came to us for help with lite muffins, we provided a solution with our one-calorie-per-gram bulking agent, polydextrose. And they liked it. Best of all, so did their customers. MUFFIN MIXES-Dollar Share Sales ($ MM)
250
200
150
50
0
+1.0%
+11.75%
1990
1991
1990
1991
NON-LITE
LITE
ALL MUFFINS
IRI InfoScan®, 52 wks ending 11/24/91
• Leading lite muffins help overall
brand exceed segment growth
12 fold.
• Leading lite muffins command over
twice the price of average
muffin mix.
• Consumers buy lite muffin mixes.
And Now There’s Litesse:
Litesse is Pfizer’s premium-quality
polydextrose with improved taste.
Now you can spare even more fat and
sugar without losing taste or texture.
Which means not only can you
make a better tasting product, you can
make a better selling product.
• Litesse adds bulk and solids at
one-calorie-per-gram.
• Litesse controls moisture
migration.
• Litesse enhances mouthfeel.
• Litesse browns in the oven.
• Litesse has a clean, neutral taste.
• Litesse makes lite foods
taste great.
Whether you want to create lite
baked goods, confections or frozen
dairy desserts that sell as great as
they taste, the sky’s the limit with
Litesse. For more information call:
1-800-LITE-321, ext. 100.
Litesse
It’s in the
best of taste.
Pfizer
Specialty Chemicals
Observation:
This advertisement is mainly targeting food companies and not normal consumers as it described Litesse as an additive that can help to reduce the fat and sugar of “lite food” and the ad used both business and sensory language, emphasizing “Heavy Sales,” “segment growth,” “twice the price”. While also highlight taste, texture, mouthfeel, browning. The chart provided data to support the promotion of the product and suggested that not only this additive can make better tasting products but also better sales.
Tom Liu
