Arctic Roll returns to woo thrifty shoppers

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Arctic Roll is making a comeback as Birds Eye revives its 1980s recession-busting Make Your Pound Go Further campaign.

The frozen food company will be relaunching Arctic Roll next month in response to what it described as "overwhelming consumer demand" for the the ice cream and sponge frozen dessert.

Available in Raspberry Ripple and Triple Chocolate flavours, the new-look Arctic Roll has been given a healthy overhaul to appeal to a new generation and will be backed by a £3m multimedia campaign.

"During the 80s the dessert was so popular that more than 25 miles of Arctic Roll were sold per month," said Ben Pearman, marketing director. "We are positive we can reignite this popularity among the new generations."

The Arctic Roll would normally have an rsp of £1.99, but it will be marked down to £1 along with a host of other Birds Eye products as part of the company's new Make Your Pound Go Further With Birds Eye campaign. Omega-3 Fish Fingers, Crispy Chicken and other family lines will all carry an rsp of £1 in January and February, supported by a £1.2m above-the-line advertising campaign.

The frozen giant has resurrected the 1985 campaign to help cash-strapped consumers cope with the current economic downturn and drive trial within the category.

"While a number of consumers have begun to see the benefits of frozen food, we want this campaign to really drive home the message that frozen is a great-value alternative to fresh and chilled items," said Pearman.

"Birds Eye will also continue to educate consumers about how buying frozen food can help reduce waste, and therefore save money through greater portion control."

The company denied that by reviving campaigns and products from the past it was neglecting new product development. "We are not marketing it as an exclusively retro brand and we have plans to launch new products next year," said Pearman.

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