R&R Ice Cream is relaunching its Kelly’s of Cornwall take home ‘Parlour range’ with four additional flavours.
The range has been redesigned to replicate the delivery of ice cream within a traditional Cornish scooping parlour in an aim to make the brand more appealing to younger consumers and reflect its heritage, provenance and Cornish roots.
Four new flavours are being added to the range, to join the best-selling Honeycomb Crunch (950ml) and Clotted Cream flavours (1L). These are: Berry Eton Mess (950ml), Praline Caramel (950ml), Lemon Curd Tart (950ml) and Chocolate Brownie Salted Caramel (950ml).
The Kelly’s take home packaging has been redesigned with a clear lid to whet the appetite of consumers as they view the new scooping finish and ripples of ice cream with generous sauce and inclusions – as it would look through the parlour glass.
The brand’s logo has also been redesigned to feature a parlour canopy with cows added to bring a fun element and communicate that Kelly’s ice cream uses only local milk and clotted cream.
The relaunch follows extensive consumer research which found that younger consumers want to be excited by a range of flavours, whilst valuing the Cornish authenticity, quality and heritage that they get from a brand that has been made for three generations based on the same authentic family recipe
R&R Ice Cream head of UK marketing Charlotte Hambling said: “A lot of planning and research has gone into this relaunch in order to bring innovation to the category and deliver a range that will command shelf standout, tap into consumers’ emotions and provide excitement.
“We identified the Cornish Parlour as highly unique and ownable positioning for Kelly’s which we hope will deliver incremental growth in the category. Feedback received through consumer research has been extremely positive and we believe that this relaunch will be the biggest news in ice cream this year. We’re looking forward to it hitting the shelves in February.”
The brand relaunch will be supported with a £2m media campaign, which will see Kelly’s of Cornwall make a return to TV screens with a bold new advert and will also include digital advertising, instore activation and sampling.
The new range will be available across key retailers from February 2016 (rrp £3.99).