Flan Rated Number One Dessert by U.S. Hispanics in a National Survey

Whoa, flan made with Splenda? I wonder who came up with this campaign and why they thought this would be the most effective way to reach the Latino market. Most people I know wouldn't touch a sugarless flan with a ten-foot pole...The "Chef Splendido" part really gets me too. Why do advertisers believe that when marketing to Latinos you have to be super cheesy and patronizing?

Another really interesting part of Splenda's Latino campaign is that they are calling it "grassroots outreach" and "bringing an interactive experience to the community". Costco doesn't call it that when they give you samples of mini sausages for you to taste while you shop on a Saturday afternoon.

Getting back to the topic of talking down to Latino consumers, have a look at this (from their web site):

"Through the launch of this new educational effort, the makers of SPLENDA® No Calorie Sweetener are providing product and food samples through coast-to-coast live cooking demonstrations and bi-lingual recipes and tips on how to easily cook more nutritious meals at home, in the familiar form of a 'fotonovela.'

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Flan Rated Number One Dessert by U.S. Hispanics in a National Survey

Pastel tres leches and arroz con leche round out the top three

SPLENDA(R) No Calorie Sweetener challenges culinary students to recreate these classics in a national talent search for ‘Chef Splendido’

Fort Washington, PA--(HISPANIC PR WIRE)--June 1, 2005--According to a recent national survey sponsored by SPLENDA(R) No Calorie Sweetener, more than 1,000 U.S. Hispanics voted on their top five traditional Latin desserts. Survey results revealed flan as the number-one rated dessert most favored by Hispanics, followed by pastel tres leches, arroz con leche (rice pudding), churros and pudín de pan (bread pudding) for the top five. So that consumers have low-sugar options of their favorite desserts, SPLENDA(R) No Calorie Sweetener has launched a talent search for ‘Chef Splendido,’ challenging culinary students and would-be chefs to recreate these time-honored classics with SPLENDA(R) No Calorie Sweetener.

The popularity of ethnic cuisine continues with the latest culinary craze: ethnic desserts featuring new fusions of Latin flavor profiles. “Today’s desserts are the ultimate comfort food offering more flavorful and healthier options for today’s health-minded consumers,” said Nipa Shah, Hispanic Marketing Manager for the SPLENDA(R) Brand. “Through the ‘Chef Splendido’ talent search, we hope to educate Latinos and Latin food lovers everywhere that they can still enjoy traditional Latin desserts with all the flavor they’re accustomed to, but with less calories and sugar.”

Students will compete for the title of ‘Chef Splendido’ in Hispanic market hot spots known for breeding top culinary talent: Los Angeles, Houston, New York and Miami. The SPLENDA(R) No Calorie Sweetener ‘Chef Splendido’ Talent Search launched in March 2005. Regional finalists in key markets will be announced in June and flown to Miami to compete in a national taste-off where they will present their entries to a panel of judges featuring leading Latino chefs from New York and Miami. The national winner will be named ‘Chef Splendido’, receive a $500 cash prize, a hometown winner’s party, and travel in the SPLENDA(R) No Calorie Sweetener Mobile Kitchen Tour this summer, showcasing his or her winning recipe to fans of Latin desserts everywhere.

“This is going to be a fun and tasty talent search,” said Lorena Garcia, executive chef of the Food Café in Miami and founder of Big Chef Little Chef, a Miami-area charitable program. “Not only are Latinos known for fine and hearty cuisine but also for their traditional and one-of-a-kind desserts. Challenging hopeful culinary talent to take a conventional dessert and add a special twist to it will inspire the artist within them. For me, cooking is like art. You’re always creating something new or updating a classic.”

About SPLENDA(R) No Calorie Sweetener
SPLENDA(R) No Calorie Sweetener is made from sugar so it tastes like sugar and consumers have quickly adopted SPLENDA(R) as their no calorie sweetener of choice. Last year, it became the nation's #1 selling branded sweetener in retail outlets. SPLENDA(R) is available in granular form in a 9.7 oz. Baker's Bag, equivalent in sweetness to 5 lbs. of sugar, which is ideal for cooking and baking, as well as 1- and 2-lb. sweetness equivalent boxes and in packets.

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