Some of the leading salad dressing manufacturers are offering a slew of new light, reduced-calorie, low-fat and fat-free salad dressings this summer, trying to capitalize on the growing popularity of the subcategory.
The healthy dressings now account for up to an estimated 38% of total salad dressing sales in some chains, and manufacturers said they expect sales to be further aided by the Food & Drug Administration's new labeling requirements, which will tighten the formerly hodgepodge meaning of "light" and show how much fat is in regular salad dressing.
"Now 'light' has to be 50% less fat and 50% fewer calories. That's a pretty good statement. 'Light' will now have some teeth in it and that may well help light sales," said Don Burke, vice president of marketing at T. Marzetti Co., Columbus, Ohio.
While market leader Kraft General Foods, Glenview, Ill., has not introduced any new light dressings this year, a spokeswoman said last year's introduction of Kraft Free honey Dijon was the most successful in the history of the Kraft Free line.
The latest light products from manufacturers include:
· Clorox Co., Oakland, Calif.: Hidden Valley Ranch low-fat cole slaw and creamy Parmesan flavors were introduced in April to join a six-item existing line, which is being backed with trade promotion and advertising through the summer.
· Thomas J. Lipton Co., Englewood Cliffs, N.J.: The Wish Bone Healthy Sensation line introduced 16-ounce versions of ranch, Italian and honey Dijon this spring.
· T. Marzetti Co., Columbus, Ohio: America's third-largest dressing manufacturer introduced Marzetti's Light Slaw Dressing in a one-pint jar in early May. In its upscale Girard's line, fat-free balsamic vinaigrette, red wine vinaigrette and raspberry vinaigrette were introduced at the same time.
· Blanchard & Blanchard, Norwich, Vt.: This firm is introducing a line of fat-free shelf-stable yogurt dressings in creamy French, creamy Italian, ranch and Thousand Island flavors. The line uses technology that replaces oil with nonfat yogurt.
· Pritikin Systems, Chicago: The Quaker Oats subsidiary has doubled its bottled dressing line by adding honey Dijon, Dijon balsamic vinaigrette and raspberry vinaigrette, and reformulating and improving the flavors of zesty Italian, classic French style and honey French style.
· Weight Watchers Foods, Pittsburgh: A division of H.J. Heinz, Weight Watchers has reformulated its fat-free dressings under the Salad Celebrations sub-brand. The newest flavors are French style and honey Dijon.
