Häagen-Dazs jumps on peanut butter craze

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Häagen-Dazs has announced the launch of its new on-trend Peanut Butter Crunch ice cream, in pint and stick bars.

Häagen-Dazs’ new variant taps into the trend for peanut butter, bringing it to life by combining peanut ice cream with a thick swirl of velvety peanut butter sauce and crunchy, salted and caremelised pieces of Argentinian peanuts.

Arjoon Bose, UK and Northern Europe marketing head for Häagen-Dazs, said: “Häagen-Dazs was one of the fastest-growing ice cream brands of 2017 (both in value and unit sales), growing by +40.3% and outpacing the Luxury Ice Cream category (+13%) . We know flavour and format innovation is key to maintaining this momentum and exciting Gen Y shoppers. Peanut Butter is without a doubt a huge global trend and we’ve spent a lot of time at our factory perfecting the ingredients and flavours to deliver an exceptional tasting addition to the range.“

Häagen-Dazs Peanut Butter 460ml pints and sticks are available in all major retailers from early March (rrp £4.20 per pint, rrp £3.99 for stick bars).

 

 

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