Olestra, Procter & Gamble Co.'s fat replacement product, held up by the Food & Drug Administration for years, has finally been approved for food use. P&G will launch the product, to be called Olean, for use in its Pringles potato crisps and other salty snacks and crackers. Frito-Lay Co., Dallas, Texas, will license the product for use in its salty snacks. While Olean can be used in other types of foods, this would require additional FDA approvals. Grey Advertising, New York, is agency for Olean.
A&W root beer to FCB
Dr. Pepper/Cadbury North America awarded media planning and buying responsibilities for A&W root beer, a $13 million account, to Foote, Cone & Belding, Chicago. FCB also picks up planning duties for Welch's juices and spot TV buying for all Cadbury brands except Dr. Pepper and 7-Up. FCB already handles creative and some media for many of those brands. Messner Vetere Berger McNamee Schmetterer Euro RSCG, New York, handles A&W creative.