Permissibly indulgent ice cream sees scoops of success

Despite the increased spotlight on health, recent reports show we’re still an indulgent nation, with premium ice cream gaining a household penetration of 53.1% over the past 12 months[1].  With shoppers looking for luxury with lower calories, Häagen-Dazs has announced record success for its 150 Calorie Gelato Collection, the biggest source of growth for the brand in 2019.  

Launching in January 2019, the permissibly indulgent range has reached a staggering £3 million[2] in just 12 months and has contributed immensely to the Wellness category (+£2.95 million1).

Made to the true characteristics of Häagen-Dazs, offering a richer, creamier and ultra-velvety experience, it has one of the highest repeat purchase rates within the Wellness category at 29%[3]. Available in two delicious flavours, Caramel Swirl and Chocolate Drizzle, the range has gone from strength to strength.

Kat Jones, Marketing Manager, Ice Cream & Snacking at General Mills said: “The launch of the 150 Calorie Gelato Collection has been a huge success and helped us to introduce new shoppers to Häagen-Dazs. We are extremely proud of the range and are expecting it to continue to grow.

“Now is the perfect time for retailers to stock up and reap the rewards a lower calorie option provides, with people looking for something lighter it can be an easy win.”

Ideal for take home purchases and the big night in occasion, Häagen-Dazs recommends retailers stock the 150 Calorie Gelato Collection alongside regular ice cream to demonstrate range and choice. Dual merchandising in store windows and freezers will also ensure customers are aware of the lower calorie option available.

Available: in all major retailers (RRP: £4.99).

[1] AC Nielsen Panel GB, L52wks to June 2019

[2] Nielsen Scantrack 52w/e 28th December 2019 – Total Coverage (Total UK excl discounters)

[3] Nielsen Homescan 52 w/c 09.09.19