Giving butter a boost. (Marketing)

From: Dairy Foods | Date: December 1, 1991| Author: Reiter, Jeff | Copyright information

From the health standpoint, butter is a tough product to justify these days. Too much fat, too much cholesterol, and too many calories, many consumers perceive. And with final guidelines for "light" butter still pending, most marketers are effectively stymied. For now, they must focus on butter's traditional selling points, most notably is superior taste relative to margarine and other non-diary spreads.

Clearly butter could use a push: Overall sales are essentially fla...

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