Morrisons is this week relaunching its own-label ice cream and frozen desserts ranges.

The retailer said the ranges feature new products as well as improvements to existing lines.

The new Mor ice cream range consists of 19 flavours, of which eight are new, as well as 24 types of ice lollies, sorbets and frozen yoghurts. New flavours include Salted Caramel & Crunchy Hazelnut and Peanut Butter.

“Purchase in the ice cream category is often driven by new and exciting flavours and products – something we kept front of mind when developing the new lines,” said Morrisons strategic brand manager Charlotte Dewhurst.

The 44-strong Morrisons frozen desserts range includes 20 new lines. The retailer said it had focused on re-inventing classics such as Tarte au Citron and White Chocolate & Passionfruit Cheesecake.

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