Häagen-Dazs is introducing limited edition flavours which will be changed every six months as it tries to carve out more freezer space for innovations against heavily promoted rival brands.
The concept kicks off this month with Chocolate Cherry Brownie for autumn/ winter and will be followed by another limited edition next March. It is listed in all major multiples.
It comes as suppliers within the slowing frozen category complain it is becoming increasingly difficult to win extra space for innovations. “By changing the flavour every six months, we can offer more choice without having to take out one of our other SKUs”, said a Häagen-Dazs spokeswoman.
Winter is a key trading time for luxury ice cream, with nearly half of sales between October and March, said Häagen-Dazs.
In a bid to reverse consumers trading down to promoted brands and own label and to “justify the price premium”, the company has launched a £1.2m TV campaign based on a theme of Longer Lasting Pleasure.
The concept kicks off this month with Chocolate Cherry Brownie for autumn/ winter and will be followed by another limited edition next March. It is listed in all major multiples.
It comes as suppliers within the slowing frozen category complain it is becoming increasingly difficult to win extra space for innovations. “By changing the flavour every six months, we can offer more choice without having to take out one of our other SKUs”, said a Häagen-Dazs spokeswoman.
Winter is a key trading time for luxury ice cream, with nearly half of sales between October and March, said Häagen-Dazs.
In a bid to reverse consumers trading down to promoted brands and own label and to “justify the price premium”, the company has launched a £1.2m TV campaign based on a theme of Longer Lasting Pleasure.
No comments yet