Free At Last, Free At Last, Trans-Fat Free At Last

Apr 01, 2004
George Anderson

By George Anderson

With medical authorities agreeing that there is no amount of trans-fat that can be deemed either good or necessary for human consumption and new labeling requirements to start
in 2006, marketers are getting a head start by launching trans-fat-free foods and snacks now.

USA Today reports Kraft and Pepperidge Farm are joining Frito-Lay in removing trans-fats from some of their most popular products.

Kraft Foods’ Nabisco business is rolling-out trans-fat-free Oreos and Triscuits in the next couple of weeks.

Pepperidge Farm plans to have a new trans-fat-free Goldfish product smiling back at consumers this summer.

Moderator’s Comment: Are the food manufacturers rolling out trans-fat-free snacks gaining a sustainable competitive
advantage by being early to market with these products?

According to the USA Today report, “The FDA estimates that three years after the effective date, trans-fat labeling will prevent 600 to 1,200 cases
of coronary heart disease and 250 to 500 deaths each year. It takes about three years for lower LDL cholesterol to result in lower coronary heart disease risk.”

Anderson – Moderator

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