Luxury ice cream brand Häagen-Dazs is shaking up the category by launching a 2-in-1 ice-cream, a multi-texture creation in three flavours: Belgian Chocolate & Vanilla Crunch, Dark Chocolate & Salted Caramel Crunch and Belgian Chocolate & Strawberry. Available from the end of January, the new proposition is planned to drive category value by answering consumer demand.
The hybrid format brings together two contrasting yet complimentary flavours in a single tub and responds directly to research that shows innovation is what 53 per cent of luxury ice shoppers are looking for [1]. Retailers can expect to see the product deliver a sales uplift as 62 per cent of consumers claim they would buy the flavour, driving incremental sales by upwards of 19 per cent [2].
The concept features redesigned breakthrough packaging for more impact on shelf, along with an accessible and simplified price point aligned to the brand’s core range. The new launch will be supported by a £3m high impact ATL media campaign and an extensive shopper marketing plan to introduce the product in convenience, wholesale, and grocery.
Kat Jones, Marketing Manager at Häagen-Dazs UK, said: “This new format sees two worlds collide and we’re confidently predicting consumers will absolutely love it! Product quality and distinctiveness are most important to buyers seeking a luxury experience and our DUO range responds to that demand and provides an ideal offering.
“This launch is one of our most sophisticated, it really taps into the opportunity to fulfil shoppers’ increased desire for chocolate indulgence, of which 77 per cent of consumers assuage with ice cream [3].”
RSP: £4.99 420ml
- Nielsen Panel Asda & Grocery Mults, MAT 09Sept 20
- pplinsight CLT France December 2019
- Nielsen Panel Asda & Grocery Mults, MAT 09 Sept 20
