Häagen-Dazs ‘Raises the Bar’ with New Game-Changing Stick Bars

A35020_UK-Haagen-Dazs-3D-Mockups_SaltedCaramel_RBOXHäagen-Dazs, the iconic luxury ice cream brand from General Mills, is once again leading the way in innovation, entering into the handheld category with the exciting launch of new Häagen-Dazs Stick Bars.

Available exclusively to the convenience channel in single packs from this month, it will be supported by a heavyweight 360 degree marketing campaign that includes PR, word-of-mouth, experiential partnerships, digital media activation and in-store POS.

These delicious new Häagen-Dazs Stick Bars (RRP: £2.29) are available in three indulgent flavours, including on-trend Salted Caramel, Vanilla Caramel Almond and White Almond– perfectly suited to the UK palette.

Arjoon Bose, Häagen-Dazs’ Marketing Manager (UK & Northern Europe) says: “We are very excited to announce the arrival of our new Häagen-Dazs Stick Bars, truly raising the bar when it comes to handheld ice-cream offerings. Our R&D teams have ensured this breakthrough innovation meets demanding UK shopper needs, giving consumers a luxury stick bar that offers more than just a chocolate hit on the outside. Our new game-changing technology allows us to capture the much-loved Häagen-Dazs ice cream flavour and texture that shoppers seek inside our stick bar, enveloped in a coating of our rich signature Belgian chocolate and made even more irresistible with surprising inclusions like salted caramel brittle and crunchy almonds. The result? A wow in every bite and an exceptional taste experience, because ‘what’s inside’ matters.”

Bose adds: “Our on-the-go stick bars are ideal for convenience channel partners looking to boost their impulse ice-cream category. We are convinced we are offering them a unique point of difference and a clear competitive edge with the quality credentials of this new product development (NPD). Retailers can take full advantage of the launch and drive significant incremental sales via this ‘out of home’ consumption occasion by stocking up on our new range and utilising the extensive choice of bespoke POS to further maximise stand-out and visibility in-store.”

As well as the above the line campaign, Häagen-Dazs will be helping to drive further awareness with national sampling and consumer advocacy programmes and a raft of in-store display solutions.

Launched to great success in France last year, new Häagen-Dazs’ Stick Bars are already worth €10.4million, with almost a third of consumers repeat purchasing. In addition, it was ranked among the top 3 FMCG innovations of the year in the French market.

Top four reasons to stock new Häagen-Dazs’ Stick Bars

  • The Ice Cream category is worth £132.7m, with Häagen-Dazs performing strongly and growing +2.9% YoY
  • Sticks, cones & wafers dominate the convenience sector £99.1m but are in decline (-5.9% value) – a strong innovation is needed to drive growth
  • Häagen-Dazs Salted Caramel is performing exceptionally – its 500ml pint is valued at £4.1m RSV and is +81% YOY
  • Offers your shoppers choice via a new luxury tier in handheld

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