Tate & Lyle Serves Up New Campaign for Low-Cal Sugar

'Believe It' Effort Targets Food and Beverage Manufacturers

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Tate & Lyle, a food ingredient manufacturer, today debuts a campaign aimed at the food and beverage industry to introduce Dolcia Prima, a new low-calorie sugar product.

Tate & Lyle, which makes Splenda, Tasteva (a natural sweetener using stevia), food starches and other food ingredient products, is introducing Dolcia Prima with a campaign called "Believe It," created by Gyro, Cincinnati.

"One challenge that has always been there (for food manufacturers) is how can you replace the sugar in products without losing the taste and satisfaction," said Abigail Storms, VP-sweetener platform innovation at Tate & Lyle. "What we have in Dolcia Prima is a sugar that does all of that, but it doesn't have the calories."

Dolcia Prima is the brand name for allulose, a low-calorie sugar that is found in corn, certain fruits, maple syrup and other natural foods. It has 90% fewer calories than sugar, and can be used as a sweetener for a wide range of products, such as ice cream, yogurt, beverages and baked products.

"When you say low-calorie sugar, particularly to an experienced R&D person, it almost sounds too good to be true," Ms. Storms said. "There is a level of disbelief, but also intrigue and excitement about the possibilities. When people taste it, they believe. That is why this campaign is based around the idea of 'Believe It.'"

The campaign includes print and online ads, as well as online videos. The ads are running in publications including Beverage Industry, BevNet, Dairy Foods and Dairy Reporter and feature images of foods and dishes prepared with Dolcia Prima.

"The imagery is all shot like the food is the focus," said Mike Tittel, executive creative director at Gyro, Cincinnati. "In one ad, the sun is coming up behind the food and the food is lit from behind, like the dawning of a new age. The headlines and copy are kind of fun, spirited and adventurous."

For example, one headline reads, "Amazing," with images of ice cream, soda and desserts lit from behind. Copy reads, "Low-calorie sugar. All the taste, all the enjoyment, with 90% fewer calories. Believe it."

The campaign is targeted at R&D professionals, brand managers and product innovators at food and beverage manufacturers. It also includes a direct-mail effort with a sample kit. The campaign budget was undisclosed.

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