Notes

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