New Ipsos Reid survey shows 96 per cent of Canadians want real Ice Cream made from milk

    Half of respondents feel deceived by Ice Cream look-alikes on freezer

    MISSISSAUGA, ON, June 25 /CNW/ - Ninety-six per cent of Canadians prefer
to serve their children real ice cream made from milk and not a frozen dessert
made from vegetable oils according to a new Ipsos Reid survey released today
by Dairy Farmers of Ontario. In fact, eight out of ten people (83 per cent)
say that it's important that the ice cream they buy from the dairy freezer is
real ice cream made from milk.
    "Some manufacturers have switched to vegetable oils and created
look-alikes of our favourite ice cream brands labeled 'frozen desserts'," says
Peter Gould, General Manager, Dairy Farmers of Ontario. "That's why dairy
farmers are urging consumers to look for 'ice cream' on the label to make sure
they are the real McCoy and not frozen dessert."
    The survey, which was conducted in June 2008, also shows that 59 per cent
of Ontario consumers believe labeling regulations need to be strengthened so
companies are required to more prominently communicate these switches in
ingredients to consumers, and 49 per cent feel deceived by these quiet changes
in packaging.
    "Consumers tell us they feel deceived when they think they've bought ice
cream, and they find out they've actually been sold something that's closer to
frozen margarine," says Gould.

    Changes in the Ice Cream Freezer

    There was a time when everything in the ice cream freezer was made from
milk and was clearly labeled 'ice cream'. Recently some manufacturers have
removed the 'ice cream' label from some major brands, sometimes replacing it
with the term 'frozen dessert'. These products likely contain palm or coconut
oils instead of cream. As a result, consumers are often completely unaware
that the brands they buy are not ice cream. Instead they are buying a product
that contains oils that many people are trying to avoid in their diet.

    Dairy Farmers of Ontario Ice Cream Public Awareness Campaign

    Dairy Farmers of Ontario is launching a public awareness campaign called
'I Scream for Ice Cream'. The campaign includes advertising in major Ontario
newspapers, an Ipsos Reid survey and a publicity campaign to get the facts out
on the difference between ice cream and frozen desserts. More information can
be found at

    About the Ipsos Reid Survey

    This online survey of 1,495 Canadians across the country was conducted
from 06/13 to 06/20, 2008 via the Ipsos I-Say Online Panel, Ipsos Reid's
national online panel. An unweighted probability sample of this size, with a
100% response rate, would have an estimated margin of error of +/- 2.5%, 19
times out of 20, for the Canadian data, and +/- 3.5% 19 times out of 20, for
the Ontario data.

    Details of the survey results are available upon request.

    About Dairy Farmers of Ontario

    Dairy Farmers of Ontario is the marketing organization for the largest
sector of Ontario agriculture. The farm gate value of $2.5 billion is about 20
per cent of the province's agricultural production. DFO markets milk on behalf
of all Ontario dairy farms to the processing industry. DFO is owned, operated
and completely financed by the 4,400 dairy farm families in the province.

For further information:

For further information: Bill Mitchell, Assistant Director,
Communications and Planning Division, Dairy Farmers of Ontario, (905)

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Dairy Farmers of Ontario

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