Light Is Lively

What can be poured, shaken, heated, brewed—and helps to prolong youth, maintain beauty and promote health? What, in short, is one of the hottest words in marketing today? Anything with light or lite on the label. And the use of that designation is getting rather heavyhanded.

For calorie watchers, there are light canned fruits, light pancake syrups, light cheeses and light wines. Wish-Bone has a Lite salad dressing, Ronzoni a Lite 'n' Natural spaghetti sauce, Frito-Lay its Fritos Lights and Doritos Crispy Lights. H.J. Heinz is testing a Lite ketchup. Anheuser-Busch has Natural Light...

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