With no sign of the cost of living crisis easing, many of us will be looking for ways to enjoy a little moment of happiness and with the warmer summer months on the horizon, consumers will increasingly reach for their favourite ice cream for a sweet treat.
With sales in the convenience channel buoyant over the last year, helped by record breaking temperatures, wholesalers can boost their sales by helping convenience retailers to manage their ranges effectively and keep up with changing consumer demands.
With more choice than ever before in the category, retailers need guidance on stocking a core range of best-selling ice creams, from brands that consumers know and love.
Henry Craven, Customer Marketing Controller at Froneri, comments: “Impulse ice cream is a key area of the category, especially in the wholesale channel. Convenience outlets enjoy a much greater share of the Impulse market, so it’s important for wholesalers to offer the right products and advice to help retailers maximise this strength, especially during summer, to capitalise on the increased footfall driven by sunny weather.
Cadbury Flake Cone and Oreo Sandwich are the 2nd and 3rd best-selling impulse products in the market (Nielsen) and must stocks for every retailer, helping to grow sales and offer shoppers the choice and variety they’re looking for.”
In Take Home ice cream, handheld products in the category continue to grow ahead of tubs, as consumer lifestyles evolve and snacking occasions grow. Handheld products are more versatile and better suited to these changes, and the broad offer across handheld formats also means there’s something to please everyone. Chocolate sticks, lollies and cones are the formats driving the most growth in handheld.
The Cadbury ice cream range has gone from strength to strength, growing +40% in the last year, highlighting the popularity of the Cadbury brand as well as the importance of carrying a selection from the range to meet the shopper need for a strong confectionery offer in ice cream. To maintain growth, this summer sees the launch of Cadbury Caramilk into the ice cream range. Cadbury Caramilk has been a huge hit with consumers since it entered the confectionery category, and with an impactful marketing campaign to help the ice cream range reach even more shoppers, it offers a golden opportunity for retailers to drive even more incremental ice cream sales this year.
Jennifer Dyne, Head of Ice-Cream UK and Ireland, Unilever, comments: “Unilever are supporting retailers to respond to HFSS by continuing to grow its ranges and by offering choice that helps to grow the category by boosting core, as well as creating new opportunities with non-HFSS options. Twister Zingerrr is the newest addition to the ‘Responsibly Made for Kids’ range. In fact, Wall’s entire kids’ portfolio is now HFSS compliant, including Twister, Mini Milk and Calippo.”
Magnum Double Sunlover is made up of coconut ice cream, paired with a tangy mango and passionfruit ice cream swirl and sauce layer, encased in delicious white cracking chocolate combined with crispy coconut pieces. Magnum Double Starchaser features a double swirled popcorn flavour ice cream and caramel. Both editions are available in multiple formats: sticks, minis and tubs.
Wall’s has launched its first ever sweet and sour ice lolly with Twister Fruit Zingerrr, bringing a zesty sensation to freezers across the UK. Made with real fruit juice, no artificial flavours or colours, and containing just 65kcal per serving, Twister’s zingy innovation is unique to the kids’ segment, with a combination of tangy apple, sour lemon and sweet blueberry. Twister Zingerrr is responding to a growing demand for new flavours within the category, with Google searches for lemon and apple ice cream up by 55% and 49% respectively (Nielsen) and sour flavours, such as lemon, already a big trend within confectionery.
Magnum has expanded its portfolio with the Vegan Raspberry Swirl. Containing a velvety raspberry ice cream with swirls of tangy raspberry sauce, dipped in signature cracking Magnum Vegan chocolate, Magnum Vegan Raspberry Swirl offers 100% plant-based indulgence. Magnum’s vegan collection has continued to perform strongly in 2022 and grew at +1.3% (Nielsen) and is the latest move as part of Unilever’s wider global Future Foods ambition launched globally with two key objectives: to help people transition towards healthier diets and work towards reducing the environmental impact of the global food chain.
The launch of Magnum Double Sunlover and Magnum Double Starchaser is being supported with Magnum’s biggest marketing campaign to date, £11 million, kicking off in April and live throughout the key summer months, with the campaign tagline ‘Pleasure is always on’. This also features in-store activity and POS materials.
Ferrero UK is set to add some ‘cool’ to the frozen aisle with the launch of a new ice cream trio. Backed by a £2m marketing campaign, Ferrero UK is rolling out the unrivalled taste of its chocolates in an ice cream stick format. The three flavours comprising of Ferrero Rocher Classic, Ferrero Rocher Dark and Raffaello will be available as premium ice cream sticks for consumer’s treating moments.
Ferrero Rocher Classic, Ferrero Rocher Dark and Raffaello ice creams join a market that already boasts 91% household penetration (Kantar). The UK ice cream market continues to expand with chocolate ice cream sticks growth at £26.4m over the summer being 98% incremental to the category (Kantar). Ice cream is also the largest category within frozen at 23.3% share worth £1.4bn (IRI).
As Ferrero continues its ambition to become a major player in sweet packaged foods, this launch provides the perfect opportunity to expand its portfolio and tap into a new category. The ice creams will target younger adults and offer shoppers more variety within the frozen aisle.
Jason Sutherland, UK & Ireland Sales Director at Ferrero, comments: “Ferrero Rocher and Raffaello are well-loved and trusted brands by many, and, as a key player within the confectionery category, we are confident that the newest addition to our portfolio will drive cross category purchase between confectionery and ice cream. It will attract existing Ferrero shoppers to the ice cream aisle as well as recruiting new ones, supporting retailers in strengthening the category.
“As we approach the warmer months, it’s the ideal time for retailers to offer their customers something new and summer remains a pivotal season which accounts for almost half of annual category sales (Kantar).” Encompassing the signature taste of Ferrero Rocher, the new Ferrero Rocher Classic and Ferrero Rocher Dark ice creams are coated with crunchy hazelnut pieces and filled with a smooth hazelnut flavoured ice cream. The Raffaello ice cream sticks comprise of a crispy coating with a generous sprinkling of coconut shavings and crunchy almond pieces with a smooth, refreshing coconut flavoured ice cream.
Ferrero ice creams are available with an RRP of £2.00 for single sticks and £4.75 for multipacks of 4. The launch will be supported by a £2m campaign which will be leveraged across multiple touchpoints to drive ultimate excitement and recruit new shoppers to the aisle.
Niki Jenman, Director at New Forest Ice Cream, comments: “Whilst strawberry, vanilla and chocolate will always be the top selling flavours, there are a significant proportion of customers that want to gain new experiences, discover new tastes and trial the latest creations. It is for this reason that New Forest Ice Cream offers a full range of 500ml take home tubs that include a timeless Vanilla Pod, Salted Caramel and our award-winning Iced Latte, but also offers something a little bit different including Rhubarb & Ginger, Honeycomb Crunch and our fruity Clotted Cream Strawberry Shortcake.”
Each flavour in the range has been carefully curated from the renowned family recipe to achieve exceptional texture and the very best flavour. By only using the finest ingredients being free-from preservatives each product is of exceptional quality.
New Forest Ice Cream has two exciting flavours landing this year. The first of which is Maple Pancake Dairy Ice Cream. Made with whole milk and double cream, this exciting new variety has a pancake flavour base and a sweet maple syrup ripple throughout to provide the perfect pancake pleasure for Shrove Tuesday and beyond. Maple Pancake Ice Cream is available in 4.75 litre tubs to allow chefs, restauranteurs and operators to keep customers satisfied. Suitable for vegetarians and made in a nut free environment, it can be enjoyed worry free.
Ruby Dairy Ice Cream has been created to celebrate New Forest Ice Cream’s 40th Anniversary. Combining prosecco, white chocolate and raspberry it is the perfect scoop to enjoy on its own or served alongside tangy raspberry tart.
“As we see consumers changing their habits, their priority for purchasing products that not only taste good, but are portion controlled and sourced sustainably is at the forefront of their minds,” adds Jenman. “Our smaller premium sharing tubs are perfect for eating on the go and can be easily enjoyed in one sitting, whilst still delivering big flavour and the best quality ice cream.”
In a unique collaboration between luxury ice cream maker Häagen-Dazs and world-renowned pastry chef Pierre Hermé, an exquisite new macaron ice cream range has landed on shelves.
Available in pint and mini cup formats, the collection is a love story of ice cream and macaron with Parisian flair. The two classic flavours; Strawberry & Raspberry and Double Chocolate Ganache, both bring an iconic and pure French “amour” taste experience that can be enjoyed at home. The high-profile partnership is set to be Häagen-Dazs’ biggest NPD launch ever.
The innovation brings to life Paris in a pint, leveraging consumer demand for indulgent ice cream experiences without compromise. Crunchy, chewy mini macaron shells have been added to the creamy ice cream, igniting the perfect balance of the dreamy taste of Häagen-Dazs with the Pierre Hermé macaron’s signature almond flavour.
Häagen-Dazs will be implementing a full 360 marketing campaign to elevate the launch, with experiential events and influencer activity to drive awareness of the product as the summer’s most fashionable treat and must-stock ice cream of the season.
Jose Alves, Head of Häagen-Dazs
UK, comments: “Pierre Hermé is celebrated for his exquisite macarons and together with the iconic ice cream of Häagen-Dazs, a new era of magical indulgence is here. The partnership showcases the true craftsmanship of both brands; passionate about innovating and re-interpreting classic favourites and creating extraordinary experiences.”
Frances Booth, Category Development & Marketing Manager, at Lotus Bakeries, comments: “With the continued success of indulgence in the category, Lotus Biscoff White Chocolate Ice Cream Sticks (3x90ml) which feature a triple whammy of real dairy Lotus Biscoff ice cream, Lotus Biscoff Spread and a crisp outer layer of Belgian white chocolate containing crunchy Lotus Biscoff biscuit pieces are firmly settling into the bestselling category.”
Lotus Bakeries has recently announced the launch of another SKU to excite Lotus Biscoff lovers across the UK, the new Lotus Biscoff Mini Sticks. A similar creation to that of the original Lotus Biscoff ice cream, the new crunchy, chocolate-coated goodies offer the same big Lotus Biscoff taste explosion but in a smaller 60ml format for an indulgent, yet portion-controlled treat.
“With consumers on the hunt for unusual and innovative exciting flavours, wholesalers should be looking at products that will enhance the customers experience at home, especially with the nation spending more time indoors than ever before,” adds Booth. “The products should include premium products that replicate the experience they would have if dining out.”
The 3x90ml packs are the perfect size to take home and enjoy with friends and family no matter where or when. The iconic red packaging stands out perfectly with other products in the range to grab consumers attention and drive sales in a busy environment.
“By having a dedicated area to ensure everything is to hand, wholesalers can encourage impulse purchases and upsurge the overall spend. Promoting deals with a single price point are appealing to wholesale customers to help maximise their own sales too,” says Booth.
“It’s important for wholesalers to offer everything retailers need to provide their customers with the complete Lotus Bakeries experience.”
Gill Riley, Marketing Director at Quorn Foods, comments: “Almost 50% of the population are buying into meat free (Kantar) and we see this increasing across categories, including frozen. The frozen meat free category is currently worth £270m (Kantar). With lots of new entries, and innovation, it has been a very busy marketplace over the last 12 months.”
Quorn continues to be the UK’s No. 1 in meat free (IRI) and is a beacon brand within frozen meat free, currently outperforming the total market in value share (IRI).
Quorn plays an important role in frozen meat free. Its core frozen range is convenient and versatile, providing an accessible choice for the whole family and bringing shoppers back to the category time and time again. Consistent great tasting innovation is also important, which is why the brand has a sustained programme of frozen NPD to help retailers and wholesalers drive sales. New products allow Quorn to excite shoppers and bring in new consumers with an enticing entry point to the category.
Sustainability and health remain the key drivers for shopping in meat free, as consumer awareness is heightened around our diets and their everyday impact on the planet and our health. This was driven during the COVID pandemic, where shoppers became increasingly conscious of staying healthy and making small changes to help this.
Although these two trends remain, value has become the key purchase motivator and is at the forefront of many shoppers’ minds, as cash conscious consumers look to save money amid increasing costs of living. As more shoppers start to look at different ways they can save, the at-home “fakeaway” trend is increasing with those consumers who still want a treat despite cutting back. Last year, we were eating around 10m takeaways a week (Kantar), but meat free options remained quite limited.
Quorn’s Takeaway range launched into freezers a year ago to deliver for those shoppers crying out for vegan takeaway options at home. The range has been a huge sales driver for the category, already worth £2m (IRI).
Frozen has always played a key role for families looking to get more for their money. Bigger pack formats became increasingly popular during the pandemic and have continued to be a staple for many shoppers, minimising food wastage and filling the freezer to cover more meals for longer.
Quorn recently rolled out a new design giving stand out to its bigger frozen packs – Quorn Pieces (RRP £3.50# 500g), Quorn Mince (RRP £3.50# 500g), Quorn 12 Sausages (RRP £3.50 504g) and Quorn 24 Crispy Nuggets (RRP £3.50 476g).
“We know from previous recessionary times that shoppers turn to frozen foods when seeking value for money,” adds Riley. “Frozen has seen tremendous growth in previous years as it fulfils many shopper needs; value for money, reduced waste, convenience and ‘locked in’ freshness that lasts longer. We expect this to continue next year as shoppers become more conscious of its benefits and start to fill the freezer with ingredients as well as quick and convenient meal items.”
Quorn’s core frozen range of Sausages, Mince, Pieces and Nuggets are an easy entry into meat free. The core range is perfect for families looking to plan meals ahead of time that are good for them and better for the planet. NPD will continue to attract shoppers into frozen meat free and Quorn expects the bigger pack formats with clear labelling to continue growing.
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