Angel Delight’s ice cream mixes - launched last year exclusively on Facebook - have made the leap onto supermarket shelves.

Brand owner Premier Foods, which is rolling out the powdered mixes in strawberry, chocolate, butterscotch and vanilla flavours (rsp: £1) to Tesco stores this week, said it hoped they would tap into summer events such as the Jubilee celebrations.

It claimed the mixes were unique as consumers simply had to mix the powder with milk and could add extras such as fruit or chocolate chips to create their own ice cream variants.

Last August, the product became the first Premier Foods NPD to be launched on Facebook as the company sought to make the Angel Delight brand more relevant to modern consumers.

During the six-week social media campaign the company gave away 42,000 samples and the brand gained almost 49,000 Facebook likes and 142,000 Twitter mentions.

“After the success we have enjoyed with our social media launch, we are keen to maximise the incremental sales opportunity created by the extension of this nostalgic brand,” said Premier Foods senior brand manager Lisa Keogh. “We are confident the excitement we have generated online can be translated into strong sales.”

Last March, Heinz became the first grocery brand to be sold on Facebook when it launched a Tomato Ketchup with Balsamic Vinegar flavour through the social network. It has since become a permanent line.

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