Unilever is attempting to change the consumer perception of ice cream from a fattening treat to "wholesome pleasure food".
The new £25m brand strategy for Wall's involves a new strapline: 'An Honest Scoop of Daily Pleasure', a new visual identity and the re-launch of several old favourites. There will also be a brand new frozen yoghurt dessert.
The new Wall's brand vision updates the Wall's heart badge to highlight the natural ingredients in products. There are three variations: 'Love Fruit', 'Love Milk' and 'Love Chocolate', which will be rolled out across all of Wall's packaging and branded material this year. Solero and Mini-Milk have been revamped. The former has been reborn as a 99-calorie fruit treat and new Solero Smoothies will be positioned as a refreshing and healthy treat for fruit lovers, said brand manager Nikki French.
Old-school favourite Mini-Milk is to be part of a new range targeted at children called Milk Time. The three-strong range of ice cream snacks is aimed at after-school snacking. It comprises a milk and strawberry pot dessert and a milk and biscuit lolly. The existing Mini-Milk lollies have also been repackaged.
The Milk Time range, which will be available from next month priced at £1.79, will be supported by a TV and radio advertising campaign, which will focus on mums and emphasise that each portion has the same amount of calcium as a 100ml glass of milk.
There is also a new frozen dairy snack for adults later this year. Frusi is a low-fat, low-calorie, high in vitamin C snack made from cereal, frozen yoghurt and fruit. It comes in three flavours: pineapple & raspberry, fruits of the forest and mango & raspberry (rsp: 99p).
Tesco will lead the planned launch this month with an in-store campaign and sampling. Frusi will then be rolled out to other retailers in the summer.
"The key challenge for ice cream is to drive frequency of purchase," said UK brand building director, Di Houldsworth.
The new £25m brand strategy for Wall's involves a new strapline: 'An Honest Scoop of Daily Pleasure', a new visual identity and the re-launch of several old favourites. There will also be a brand new frozen yoghurt dessert.
The new Wall's brand vision updates the Wall's heart badge to highlight the natural ingredients in products. There are three variations: 'Love Fruit', 'Love Milk' and 'Love Chocolate', which will be rolled out across all of Wall's packaging and branded material this year. Solero and Mini-Milk have been revamped. The former has been reborn as a 99-calorie fruit treat and new Solero Smoothies will be positioned as a refreshing and healthy treat for fruit lovers, said brand manager Nikki French.
Old-school favourite Mini-Milk is to be part of a new range targeted at children called Milk Time. The three-strong range of ice cream snacks is aimed at after-school snacking. It comprises a milk and strawberry pot dessert and a milk and biscuit lolly. The existing Mini-Milk lollies have also been repackaged.
The Milk Time range, which will be available from next month priced at £1.79, will be supported by a TV and radio advertising campaign, which will focus on mums and emphasise that each portion has the same amount of calcium as a 100ml glass of milk.
There is also a new frozen dairy snack for adults later this year. Frusi is a low-fat, low-calorie, high in vitamin C snack made from cereal, frozen yoghurt and fruit. It comes in three flavours: pineapple & raspberry, fruits of the forest and mango & raspberry (rsp: 99p).
Tesco will lead the planned launch this month with an in-store campaign and sampling. Frusi will then be rolled out to other retailers in the summer.
"The key challenge for ice cream is to drive frequency of purchase," said UK brand building director, Di Houldsworth.
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