Unilever’s free-from ice cream brand Swedish Glace is to move under the Wall’s brand.
The move, which takes place from January 2015, will see the Swedish Glace range, Juicy Raspberry and Smooth Vanilla, carry the Wall’s branding to add a free-from positioning to the range.
The dairy-, lactose- and gluten-free Swedish Glace is available with an rrp of £2.69 in a case containing six 750ml tubs.
Assistant brand manager Zhelin Chen said: “We are seeing greater consumer demand for free-from products and as a result, Swedish Glace is currently worth £3.8m, growing by 13.5% in the last year.
“By becoming part of the iconic Wall’s portfolio we aim to grow the Swedish Glace brand and further tap into the growth of the free-from market which is currently worth £419m, having more than doubled in the past five years.”
Chen added that the range is suitable for many different diets.
“As Swedish Glace is a soy-based ice cream, it caters for consumers with gluten and lactose related intolerances, as well as being Kosher certificated and suitable for vegetarians. This provides a unique and quality positioning for retailers and the addition of the iconic Wall’s logo on pack will help to reaffirm its free-from credentials with health-conscious consumers, who are looking for healthier ways to treat themselves.”