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Haagen Dazs Makes A Fat Pledge


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HAAGEN-DAZS MAKES A FAT PLEDGE

THE SAD TRUTH: YOUR FROZEN yogurt may not be so low-fat. Hence the Nov. 21 vote by the Federal Trade Commission to settle charges that butterfat-monger Haagen-Dazs produced misleading ads. The FTC said consumers could have been deceived by a 1993 campaign claiming, among other things, that Haagen-Dazs frozen yogurt bars had just one gram of fat. The agency says some flavors had 12 grams. Haagen-Dazs says its ads clearly referred only to its yogurt-and-sorbet combinations. "We would sooner close shop than mislead consumers," says a company spokesman. Without admitting or denying the FTC's charges, Haagen-Dazs agreed to make only truthful claims in the future.EDITED BY KEITH H. HAMMONDS


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