Sainsbury’s is selling alcoholic creams outside the festive season for the first time as it expands its dairy fixture with two new flavoured own-label creams.

The retailer has launched Raspberry Royale Extra Thick Cream - which contains Luxardo peach liqueur extract - and Lemon & Earl Grey Infused Cream - which contains Luxardo Limoncello - to tie in with the celebrations this summer.

Both creams come in Jubilee-themed pots and went into stores last week at an introductory price of £1.50 for 250ml.

Sainsbury’s is recommending the raspberry cream be eaten with a scone or chocolate torte, and is using in-store sampling to promote the use of the Earl Grey cream in an Eton Mess-style dessert.

Suppliers and retailers are showing increasing interest in cream. Last October, Arla launched an Anchor pouring cream containing 30% less fat than standard, followed by Anchor Lighter Than Single Cream this month. Both are sold in Asda and Sainsbury’s.

Value sales in the cream market have risen 8.9% year-on-year to £306.9m [Dairy Co/Kantar Worldpanel 52 w/e 22 January 2012].

Topics