P&G;’s Fat Substitute Requires Label Warning: Procter...

P&G;’s Fat Substitute Requires Label Warning: Procter & Gamble Co. is in for a marketing challenge, to put it delicately. Products with P&G;’s new fat substitute, olestra, will have to carry a label warning that the substance can cause abdominal cramps and loose stools. “You’re not off to a good start, put it that way,” said Jack Trout, president of Trout & Partners, a marketing consultant in Greenwich, Conn. Last week, the Food and Drug Administration approved olestra for use in salted snacks and crackers. But the FDA also said all products containing olestra must carry a label reading: “This product contains olestra. Olestra may cause abdominal cramping and loose stools. Olestra inhibits the absorption of some vitamins and other nutrients. Vitamins A, D, E and K have been added.”