Breyers

From Wikipedia, the free encyclopedia - View original article

Breyers
Breyers logo
Product typeFrozen dessert
OwnerUnilever
CountryUnited States
Introduced1908
MarketsUnited States
Previous ownersKraft
WebsiteBreyers.com
 
Jump to: navigation, search
Not to be confused with Dreyer's.
Breyers
Breyers logo
Product typeFrozen dessert
OwnerUnilever
CountryUnited States
Introduced1908
MarketsUnited States
Previous ownersKraft
WebsiteBreyers.com

Breyers is a brand of frozen desserts sold in the United States and Canada. Owned by Unilever, it is part of its North American Good Humor-Breyers unit.

History[edit]

Breyer ice cream truck, circa 1915

In 1866 William A. Breyer began to produce and sell "iced cream" in Philadelphia, Pennsylvania, first from his home, and later via horse and wagon on the streets. Breyer’s son Henry incorporated the business in 1908. The formerly independent Breyer Ice Cream Company was sold to the National Dairy Products Corporation in 1926; National Dairy changed its name to Kraftco in 1969, and Kraft by 1975. Kraft sold its ice cream brands to Unilever in 1993, while retaining the rights to the name for yogurt products.[1]

Cost-cutting[edit]

Prior to 2006,[2] Breyers was known for producing ice cream with a small number of all-natural ingredients. In recent years, as part of cost-cutting measures since their move from Green Bay, Wisconsin to Unilever's U.S. headquarters in Englewood Cliffs, New Jersey,[3] Unilever has reformulated many of its flavors with nontraditional, additive ingredients, significantly changing the taste and texture of their desserts as a result.[2] Following similar practices by several of their competitors, and to the consternation of many former customers,[2] Breyers' list of ingredients has expanded to include natural food additives such as tara gum[4] and carob bean gum,[5] artificial additives such as maltodextrin and propylene glycol,[6] and common artificially separated and extracted ingredients such as corn syrup, whey, and others.[5][6]

One result of these cost-cutting practices has been that many of Breyer's U.S. products no longer contain enough milk and cream to be considered "ice cream", and are now labeled "Frozen Dairy Dessert",[7] or "Frozen Dessert" in Canada.[8][9]

For several decades over 30% of Breyers products, including most of its products sold in the northeastern U.S., were produced in a large plant outside Boston, in Framingham, Massachusetts. As part of cost-cutting by Unilever, the plant was closed in March 2011.[10]

Marketing[edit]

In the 1990s, when Breyers produced all-natural ice cream, the company ran a television advertising campaign in North America featuring a child who attempted to read an ingredients list from another ice cream brand and experienced extreme difficulty pronouncing several listed artificial additives. The child then turned to the Breyers list and quickly rattled off the four ingredients on the label of their vanilla ice cream: milk, cream, sugar, and vanilla.

Confusion with Dreyer's[edit]

In the Western U.S. and Texas,[11] Breyers ice cream is sometimes confused with Dreyer's ice cream.[citation needed] While Henry Breyer founded Breyers in 1908 in Philadelphia, Pennsylvania, William Dreyer and Joseph Edy co-founded their ice cream company, Edy's Grand Ice Cream, in 1928 in Oakland, California). However, the roots of this confusion date to 1953, when "Edy's Grand Ice Cream" changed its name to "Dreyer's Grand Ice Cream". Seeking to eliminate confusion between the two, Dreyer's changed the brand name of its products sold in the home market of Breyers from "Dreyer's Grand" to "Edy's Grand" in 1981.[12] Around that same time Breyers had begun an expansion towards the west coast - the home market of Dreyer's - and by the mid-1980s was distributing ice cream throughout the western U.S. and Texas.[13] Unlike Dreyer's, Breyers kept its brand name nationally, and as a result, both Breyers and Dreyer's can be found on store shelves in the western U.S. and Texas.[11][13]

Products[edit]

A comparison of Breyers ice cream cartons from their "All-Natural" (now "Standard") product line. Left: Old design. Right: New design.

In the U.S., Breyers products are available in two sizes: 1.5 quart (1.41 liter), and 1 pint (0.47 liter).[14] In Canada it is sold in 1.89 liter (U.S. half-gallon) containers.

Breyers product lines include:

Breyers frozen dessert flavors[edit]

Original flavors:

New flavors:

Yogurt[edit]

Breyers Yogurt was a brand of yogurt, owned by Kraft Foods then by CoolBrands International, a former Canadian frozen foods manufacturer. After CoolBrands ran into financial trouble, it was sold in 2007 to Healthy Food Holdings, an affiliate of Catterton Partners, a private equity firm based in Greenwich, Connecticut.[15]

The yogurt was manufactured under license from Unilever at an upstate New York facility until the licensing agreement was terminated and the Breyers Yogurt line was discontinued in April 2011.[16] Catterton continues to produce YoCrunch yogurt but without the Breyers co-branding.

Discontinued flavors and products[edit]

See also[edit]

References[edit]

External links[edit]