Exclusive Karen Dempsey Crosse & Blackwell is revamping its low fat dressings brand Waistline to take a bigger dollop of the salad cream market which was rejuvenated by Heinz last year. Waistline will be made with a creamier recipe and it will now be called creamy dressing'. The packaging has been redesigned to reinforce the creamy' message ­ to counteract consumer perception that low fat salad cream is not very creamy. Brand manager Jill Dobson said that Waistline had seen sales increase by 19% in value and 11% in volume year on year (ACNielsen figures comparing week ending September 1999 with September 2000). Much of the brand's success has been down to the relaunch of Heinz Salad Cream with its accompanying price rise. Dobson said: "It's true to say the Heinz relaunch has done Waistline a huge favour. Driven by a desire for better value for money, consumers have switched from standard branded salad cream to Waistline, even though it is a low fat option." Support for the new look Waistline will focus on a Try Me Free' promotion and consumer sampling. It is also going for a different approach to merchandising in store, for example siting Waistline beside fresh produce. Dobson said that 96% of consumers used low fat cream with salad and 45% with jacket potatoes. The aim is to grow low fat salad cream sales by 10% over the next two years and add £1.3m to the market. Rsps: 55p for 283g, 95p for 420g, 99p for 567g. {{P&P }}

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