Mary Carmichael Perennial confectionery part-timer Cadbury's Creme Egg is boosting the value of its spring-only lifespan by moving into ice cream with a six-week limited edition. The surprise newcomer is part of the new 2002 Cadbury branded ice cream range from Fredericks Dairies, which The Grocer has learned is also expected to feature some of the confectionery giant's biggest names such as Mini Rolls and white chocolate debutante Dream Bar. The Creme Egg ice cream takes the form of a hand-held wafer cone lined with Cadbury's milk chocolate, filled with vanilla ice cream and a yellow fondant centre and topped with chocolate to resemble an egg-shape. It is due in freezers from February 9. It will be available only in packs of four (rsp £2.49) in major multiples. Fredericks Dairies marketing director Peter Elvin said February was not the right time for an impulse product launch. "It is the lowest sale point for ice creams" he added. "But it's great timing for a unique added-value pack that will create a bit of interest." There will be no specific advertising for the Creme Egg ice cream but it should benefit from its confectionery parent's seasonal ad run, on screens until Easter. There will also be instore and PoS material available. Elvin said the product would reappear next year if it performed well, but it would continue to adhere to Cadbury's strict Creme Egg January to Easter season. The full Cadbury's ice cream range is due to get a bigger marketing budget this year. Fredericks Dairies has also increased its sales force. {{P&P }}

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