After last year’s successful trial launches, The Natural Confectionery Company’s Ice Squirt and Cadbury’s Double Decker ice cream bar are now available nationwide.

The 110ml orange & lemon flavoured Ice Squirt (rrp £1) is positioned primarily for children and comes in cases of 24 units. The Double Decker ice cream (rrp £1.34) is expected to appeal to its loyal confectionery customer base, which has a slightly male bias, while its transition into a new category is likely to bring the brand to the attention of young women, claims Fredericks Dairies.

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