The Healthy Choice promotion was one of those mail-in deals in which you sent in proof-of-purchase to get something in return. In this case, for every 10 bar codes, the redeemer would get 500 frequent flyer miles in return. Mr Phillips calculated that the miles were worth way more than the cost of the food.
http://www.reddit.com/r/daichangi/comments/2shmxr/
http://www.reddit.com/r/secrotvult/comments/2shlxu/
http://www.reddit.com/r/poshbotton/comments/2shks3/
http://www.reddit.com/r/elottrode/comments/2shjh5/
http://www.reddit.com/r/millioclob/comments/2shii2/
http://www.reddit.com/r/millioclob/comments/2shhk8/
He found that individual pudding cups, at 25c each, were the cheapest of the Healthy Choice range and that if he sent in those labels during May 1999 (when there was a double points special), he could get 1000 miles for every $2.50 he spent.