I haven't been inside a Wal-Mart in over a decade, so all I can do is offer what I knew then, and a link for further current confirmation. I remember noticing the store brand of ice cream had a strange texture or presence when appearing to melt . . . It just didn't melt like regular ice cream.
At one point in the questioning, the spokesperson actually said products with more cream melt slower. That is propaganda at best, and really is deception. Perhaps the spokesperson isn't being dishonest and simply doesn't know what they are talking about.
I make my own ice cream now with raw milk containing a natural percentage of butter fat. It melts pretty quickly.
http://www.huffingtonpost.com/2014/07/25/walmart-ice-cream-sandwiches_n_5621240.html?ncid=txtlnkusaolp00000592

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