Häagen-Dazs is targeting the growing market for mini ice cream pots with a new range that contains a gooey liquid centre.

Secret Sensations, which launches in January, will be available in Chocolate Fondant and Crème Brûlée flavours. The 100ml tubs, which come in twin-packs (rsp: £3.29) or individual pots for impulse (rsp: £1.89), have been created using new patented technology to keep the centre liquid.

They would meet the growing demand for individual indulgent treats from consumers who were now staying in rather than eating out, said marketing director Ed Culf. “Chilled desserts and chocolate play an important role in indulgent treating and our hope is to bring some of that spend to the frozen category and make ice cream even more relevant,” he said.

The mini-cup format had enjoyed strong growth over the past year, up 71% by value [SymphonyIRI 52w/e 26 November 2011] thanks to launches such as Unilever’s My Carte D’Or range (rsp: £1.49) in September, which helped lower the entry price point of ice cream for shoppers.

“There is a growing trend for individual desserts and we wanted to capitalise on that occasion with something even more premium than our existing miniatures,” added Culf.

Volume sales of Häagen-Dazs have risen 6.7% year-on-year [Nielsen 52w/e 2 October 2011] while value is up 1.6% to £40m against a 0.9% value decline in the ice cream tub market.

Secret Sensations, which has already rolled out in markets such as France, Spain and parts of Asia, will be supported by a £1.6m campaign including TV advertising, digital activity, sampling and PR.

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