In 1994, Saverio Pugliese and Marc Wexler, two New York beer distributors, developed diet ice cream sandwiches and sold them to delis on the Upper West Side of Manhattan. The product wasn't selling, so Wexler changed the name to Skinny Cow and reworked the label to show a cow in a bikini. He got Key Food stores in Queens to take the new product, and sales took off. Distribution was quickly expanded to other New York supermarkets, and the product was eventually acquired by Nestle (NSRGY). Today it is a leading ice cream line.