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Article: Elan shines again: Brigham's gives the original superpremium frozen yogurt a new lease on life.
- Article from:
- Dairy Foods
- Article date:
- June 1, 1994
CopyrightCOPYRIGHT 1994 BNP Media. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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On March 21, Brigham's Inc. hosted a party at Boston's elegant Copley Plaza Hotel to celebrate "the coming of spring and the rebirth of Elan Frozen Yogurt."
Rebirth, indeed. Resurrection would be another way to put it.
A year ago, when Arlington, Mass.-based Brigham's acquired Elan Foods Inc. from Jim and Joanne Biltekoff, skeptics wondered if the nine-year-old brand still had a pulse. Elan's high product quality had never wavered, but marketing support had dwindled and the line's flavors and pint cartons lacked pizazz. Sales plunged during the early '90s as more aggressive brands like Ben & Jerry's, Colombo and Haagen-Dazs stole most of Elan's hard-earned ...