Word: fatted
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Dates: during 1990-1999
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Since the American dairy industry began in 1611 with the arrival of the country's first dairy cows, neither the industry's image nor its product has moved forward much. But what if you could provide the nutritional component of milk, take out the fat, rev up the flavor and give it a catchy name? That's the thinking behind a host of new low-fat milk products aimed at those most in need of calcium--and those most likely to bolt for a cola instead...
...former vice president of marketing and strategy at Nestle S.A., created Smilk (that's "smile" plus "milk"), a nonfat milk in seven fruit flavors targeted at school-age kids. An 8-oz. serving of Grinnin' Grape or VeryVery Strawberry offers the nutritional benefits of regular milk and no fat. The downside: 24 g of sugar, on par with a can of soda. Introduced this summer, Smilk is being sold by 300 Wal-Mart superstores as well as in schools in several districts in Michigan. Says Gensamer: "This could be a billion-dollar business." (No doubt naysayers scoffed at the idea...
...reason is that milk has had run-ins with the health police. An 8-oz. glass of whole milk provides 30% of the daily requirement of calcium, but it contains about 150 calories and 8 g of fat (skim milk: 80 calories and .04 g of fat). The government recommends that adults consume no more than 65 g of fat daily. Now nutritionists are claiming that milk has got a bad rap and that the U.S. has become a calcium-challenged nation...
Pepsi is trying to raise milk's profile by applying the marketing tactics that have spread cola to all parts of the globe. The company is starting smaller, test marketing a beverage called Smooth Moos Smoothies in Texas, Oklahoma and Kansas. It is a 2% fat dairy shake packaged in old-fashioned milk bottles, and it comes in such flavors as double chocolate and banana. The product gives consumers 25% of their daily calcium requirement and keeps retailers happy with a shelf life of nine months. "Here was an opportunity to take something traditionally thought of as a commodity...
...surely, fruit is not so bad, you say? Healthy and easily-digestible? Try putting yourself in my stomach's position. For the first nine hours of the day, you are fed a fat-filled set of deposits which might include clam chowder, a steak bomb, chicken wings, french fries, turkey meatloaf, broccoli souffle, Rice Krispies treats and ice cream. Then, for the next eight hours, you are fed several bananas and lots of apples: green apples, red apples and yellow apples, spotted and solid apples, Red Delicious and Macintosh. Sometimes you are forced to digest six apples in an evening...