R&R Ice Cream has revamped the Cadbury Dairy Milk ice cream stick with a chocolate swirl made with Cadbury chocolate.

The addition of sauce adds an extra 25% chocolate to the product, allowing the firm to capitalise on the growing demand for indulgent treats. Last year, the indulgent ice cream segment grew 12.5% year-on-year. The shift towards indulgence also means a packaging redesign, with the introduction of a luxurious curve-edged box

Paul Feery, head of brand marketing, said: “The reformulation we have made to the Cadbury Dairy Milk ice cream, combined with the innovation of the packaging design will further enable us to build upon our success in the indulgence sector.

“Increasingly we are finding that when consumers are looking to treat themselves they are looking for something a little more special. We want to give consumers something to really get excited about! We are confident that the new product, with its crunchy swirl of milk chocolate, will offer a unique point of difference to other products in the sector such as its chief competitor, Walls Magnum.”

The reformulated Cadbury Dairy Milk stick comes in a three-pack with an rrp of £2.99 and is supported by a TV ad campaign running throughout April and May, as well Video on Demand.