Unilever is expanding Carte D’Or into the ice cream logs market.

Ice cream desserts such as logs are a large market in some European countries but, with the exception of a few lines including market leader Wall’s Viennetta which is also part of the Unilever stable, have failed to take off in the UK.

Rolling out now in two variants - Vanilla Pecan Caramel and Raspberry Vanilla (rsp: £5/900ml) - Unilever is hoping to replicate the success they’ve had in France.

“This is the first time Carte D’Or logs are launching in the UK, and these two are among the three bestselling flavours of the range in France,” said brand manager Jenny King. “They offer shoppers the opportunity to trade up into a luxury dessert as consumers are more willing to spend more during the celebratory festive season.”

Rival ice cream giant R&R - which produces an After Eight-branded ice cream log - said it would be “interesting” to see how the Carte D’Or launch performed, as logs had struggled to gain mainstream traction in the UK. “Ice cream desserts compete for the same usage occasion as premium ice creams, which are performing very well in the UK,” said R&R marketing manager Charlotte Hambling.

“The market is very different in Europe. In France, desserts and logs have a dedicated fixture in store and retailers create more space for them seasonally.”

Sales of Wall’s Viennetta have fallen 5.8% year on year to £15.4m, while Carte D’Or sales have risen 4.1% to £49.8m [Nielsen 52 w/e 20 September 2014].

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