ELMHURST, Ill. -- The No. 2 cookie and cracker maker, Keebler Co., is stepping up its counteroffensive in the reduced-fat category with the introduction this week of its Elfin Delights Fat Free Devil's Food Cookies. The company is also introducing reduced-fat versions of three of its popular brands, Pecan Sandies, Chips Deluxe and Vanilla Wafers, as part of an apparent bid for greater influence in the good-for-you cookie segment. While Keebler, based here, insists its devil's food product ...

REGISTER TO VIEW THIS ARTICLE - Register for a Free Account

WhyRegisterfor FREE?

Salary Survey 2015

Registering for content on Supermarket News will give youINSTANTaccess to invaluable articles and media content that industry professionals rely on. You will have access to our special reports, feature articles, and industry analysis. It’sFREE, easy and quick. What are you waiting for!In addition you will also receive complimentary access to the SN salary survey data tables.

Click here to read the FAQ page if you have any questions (opens in a new window)

Attention Paid Print Subscribers: While you have already been grantedfreeaccess to SNwe ask that youregister now.We promise it will only take a few minutes! Or visit your profile and add your print magazine account number and zip code.

Already registered? here.