Andrea Halperin is going against the consumer trend wave with her F3 Fat Free Foods store, but does challenging mainstream demand make economic sense? Her New York store has been open for 15 months and is still unprofitable, carrying over 7,000 fat-free food products for that minority of consumers who are not backlashing against diets with richer foods. During the course of 2000, retail sales in the US plummeted by 33% for fat-free potato crisps, 22% for fat-free ice cream and 12% for fat-free cookies and fat-free margarine, according to