Häagen-Dazs’ top four flavours are now available in pricemarked 300ml tubs exclusively to the convenience channel.
Available in vanilla, strawberry cheesecake, cookies & cream and salted caramel, the £3.50 tubs target consumers’ appetite for a luxury ice cream format that’s suited to sharing, yet small enough to pick up on-the-go.
This follows consumer research, which revealed that only a quarter of luxury ice cream pints are eaten in one sitting, with many shoppers looking for smaller pack sizes.
Ben Hale, market strategy & planning manager said: “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 pricemarked 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% of 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 and tailored in-store POS.