R&R Ice Cream is set to relaunch its Kelly’s of Cornwall take-home Parlour selection, in an effort to make it more appealing to younger consumers and reflect its heritage, provenance and Cornish roots.
Available across key retailers from February, the new-look range will include four new flavours: Berry Eton Mess, Praline Caramel, Lemon Curd Tart, and Chocolate Brownie Salted Caramel (rsp: £3.99/950ml).
The packaging has been redesigned to include a clear lid that allows consumers to view the product as if they were looking through the glass at a Cornish ice cream parlour’s counter. The brand’s logo has also undergone a revamp to feature a parlour canopy and cows - meant to communicate Kelly’s use of only local milk and clotted cream.
The relaunch will be supported with a £2m media campaign across TV, digital, and instore activation and sampling.
“A lot of planning and research has gone into this relaunch in order to bring innovation to the category and deliver a range that will command shelf standout, tap into consumers’ emotions and provide excitement,” said Charlotte Hambling, head of UK marketing at R&R Ice Cream.
“We identified the Cornish parlour as highly unique and ownable positioning for Kelly’s, which we hope will deliver incremental growth in the category. Feedback received through consumer research has been extremely positive, and we believe this relaunch will be the biggest news in ice cream this year,” she added.
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