NEILSON ENTERS PREMIUM MILK MARKET
By Adnews Staff
Neilson Dairy of Georgetown, Ont. introduced a line of low-fat milk yesterday in Ontario that it says tastes like the fatter stuff. Neilson says its new Truefiltre skim milk tastes like 2% while the 1% tastes like 2% and the 2% tastes like homogenized. The new milk is micro-filtered in a process developed in Denmark. Neilson then uses its own technology to add nutrients. Neilson says Truefiltre contains 12% more calcium than regular milk. Advertising from Toronto agency Bensimon/Byrne begins next week using vertical billboards, transit shelters, subway posters and superboards. This is the first campaign the agency has created for Neilson since getting the dairy's account a year ago. The headlines for the ads are: "What they drink in Utopia. Slim that tastes like 2%", "Prepare for another round of belt tightening. 1% that tastes like 2%", and "Celebrate with an extra cookie. 2% that tastes like homo!" The line may roll out of Ontario, but no plans have been made yet. Ault Foods launched a premium-priced milk in January called Lactantia PurFiltre which the company said tastes fresher and has a longer shelf life than regular milk. Beatrice Foods subsequently came out with a statement that its studies showed consumers found no difference between PurFiltre and regular milk. This was refuted by Ault which said its own studies found consumers preferred the taste of PurFiltre.