Häagen-Dazs, the iconic luxury ice cream brand from General Mills, is continuing to support convenience retailers with the introduction of a new range of 300ml Tubs across its best-selling flavours. Following hot on the heels of the brand’s Stick Bars launch, Häagen-Dazs is set to lead the luxury ice cream segment and add value to the overall Ice Cream category by bringing a new format into the market that truly responds to convenience shopper needs.
Rolling out exclusively to the convenience channel as a £3.50 PMP from April, the new 300ml range is available in Häagen-Dazs’ top four indulgent variants: Vanilla, Strawberry Cheesecake, Cookies & Cream and Salted Caramel. Extensive consumer research reveals that only a quarter of Luxury Ice Cream pints are eaten in one sitting, with many shoppers looking for smaller pack sizes. With this insight, Haagen-Dazs has identified a real consumer need and appetite for a luxury tier ice cream format that’s perfect for sharing, yet small enough to pick up on-the-go.
Ben Hale, Market Strategy & Planning Manager says: “Our new Häagen-Dazs Tubs are a must stock for convenience retailers as they offer a fantastic incremental sales opportunity in the growing premium segment of the market. We also know that price marked packs can be a great tool to support sales especially in the convenience sector. With this in mind, the new 300ml format is perfectly placed to further accelerate the segment’s growth by filling a gap in the current offering and tapping into key occasions, such as the Big Night In and Meal for Tonight.
“Our research shows that 95% of ‘Meal for Tonight’ shoppers aren’t buying any kind of dessert, and only 15% convenience shoppers are visiting the Ice Cream aisle. Convenience and portion size are two important factors for consumers when looking at a new format. Flavour is also key, which is why we are launching the new pack sizes in our top selling variants. We’re encouraging retailers to stock up on the new range and make the most of our eye-catching POS and in-store displays to maximise visibility and grow their sales.”
The launch will be supported with PR, digital & tailored in-store POS.