MARS SEES LITE WITH MILKY WAY

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HACKETTSTOWN, N.J.-M&M/Mars this month is expected to start a West Coast test of Milky Way Lite, a reduced fat and calorie replacement for Milky Way II, candy distributors said.

Milky Way Lite is said to have improved taste, with 160 calories and 5 grams of fat vs. 280 calories and 11 grams for Milky Way.

Problems with the much-heralded Milky Way II became ap-parent in August, when Procter & Gamble Co. sued after M&M/Mars canceled shipments of P&G's caprenin, a low-calorie fat ingredient used in Milky Way II. M&M/Mars canceled because national expansion of the candy bar was delayed. The $10 million suit was later settled.

The renamed bar on May 30 will enter Alaska, California and Hawaii, plus Phoenix; Portland, Ore.; Salt Lake City; and Seattle.

D'Arcy Masius Benton & Bowles, New York, is believed to be handling Milky Way Lite. M&M/Mars didn't return telephone calls.

Other new products

Calvin Klein Cosmetics will introduce in October, as expected, CK One, a unisex fragrance that the company previously had refused to confirm. The fragrance, handled in-house, will be supported by an estimated $17 million marketing budget, including network TV.

Liz Claiborne is talking to agencies about handling advertising for a new fragrance under its Dana Buchman designer line of clothing. Billings are estimated at $10 million for the 1995 launch. Claiborne agency Altschiller Reitzfeld, New York, which handles several other fragrances from the company as well as its apparel advertising, is said not to be in the review. Claiborne executives couldn't be reached for comment.

Mrs. Smith's Frozen Foods, just acquired by J.M. Smucker Co., is introducing Mrs. Smith's Smart Style frozen desserts. The six items, made from fruit and yogurt, have less than 190 calories per serving and less than 30% of calories from fat. TV and print support from Leo Burnett USA, Chicago.

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