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A fix to withstand the freezer

By J. NEALY-BROWN

© St. Petersburg Times,
published July 30, 2001


With a little stick-to-itiveness, Big Daddy reduced fat ice cream is back in the freezers of some Tampa Bay area grocers.

Last month, dieters were let down to learn that Big Daddy actually packed three times the calories and fat that its container declared.

Its distributor, DeConna Ice Cream of Orange Lake, blamed a printing error that mistakenly listed the serving size as 12 ounces.

DeConna executives said they tried five or six times to find a label that would stick to the ice-cold container and cover up the erroneous nutritional information.

They finally found Atlas Screen Printing in Gainesville to supply tiny labels that would stay put at minus 10 degrees. The new labels have the correct serving size: 4 ounces.

"We have ordered 100,000. The guys are out there in their little arctic parkas and have labeled over 150,000" containers, said Sally Knox, a research and marketing assistant for DeConna.

Some grocers, including Publix, are waiting for new factory-printed containers with the correct serving size. Those are expected to ship the first week in August.

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