Häagen-Dazs is expanding into new territory with the introduction of its first range of lower calorie ice creams.
Available now, the new Gelato collection consists of two flavours: caramel swirl; and chocolate drizzle, designed for those looking for a 150 calorie dessert option (rrp £4.99 / 4 pack).
Unlike other reduced calorie ice creams on the market, Häagen-Dazs Gelato has a lower air content, which the company claims results in a richer and creamier taste for consumers. The range is also made without stabilisers, emulsifiers, artificial flavours and colourings.
Kat Jones, marketing manager at Häagen-Dazs UK (General Mills), said: “The Gelato collection is our biggest launch this year and we’re really excited about it. At Häagen-Dazs, we live for the moment of indulgence and there’s a big demand for luxury ice cream, but sometimes consumers wish life’s temptations were just a little lighter.
“The new flavours come in a minicup format with 150 calories per pack, plus there’s 30% less sugar and 50% less fat than regular ice cream, making it the perfect permissible treat. We developed the range with traditional Italian Gelaterias in mind and the end result tastes just as indulgent – but with fewer calories.”
Jones added: “We’re expecting the Gelato collection to attract new shoppers to the ice cream category, especially in the minicups format, as it’s perfect for on the go or after dinner as a sweet treat.”