General Mills has launched a Valentine’s promotion on Häagen-Dazs exclusive to the convenience sector, offering independent retailers the chance to win a host of luxury prizes. To coincide with the ‘House of Häagen-Dazs’ campaign  featuring movie star Bradley Cooper, the promotion will run until 16 March across all special packs of Häagen-Dazs. Retailers who purchase a special Häagen-Dazs multi-buy deal via wholesale during this period will be automatically entered into the prize draw, which has three tiers of prizes including: an all-inclusive holiday for two to Mauritius, one of two £1,000 holiday vouchers; and one of eight brand new iPad Airs. 

Current consumer buying trends indicate sales of indulgent, premium products are still in growth within convenience as consumers seek to treat themselves during nights in at home instead of meals out, claims the firm. This is reflected within Luxury Ice Cream as the sector saw a 14.6% year-on-year growth, boosted by Häagen-Dazs which is currently worth £47m in total value sales and £14.5m within convenience.

Liam Ward, channel director at General Mills, says: “With the Independent sector at the heart of our Häagen-Dazs business, either supplied directly or indirectly by our frozen wholesale partners, we wanted to show our support this Valentine’s Day by running this exclusive promotion for the retailer. Luxury Ice Cream is in an area of strong growth within convenience, with Häagen-Dazs driving £1m of the category growth. This is an ideal time to stock up as our latest campaign continues next month, supported with national digital, PR and social media.”