Arctic Roll returns to woo thrifty shoppers

  • Print
  • Share
  • Comment
  • Save

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.

Have your say

These comments have not been moderated.

You are encouraged to participate with comments that are relevant to our news stories. You should not post comments that are abusive, threatening, defamatory, misleading or invasive of privacy. For the full terms and conditions for commenting see clause 7 of our Terms and Conditions ‘Participating in Online Communities’. These terms may be updated from time to time, so please read them before posting a comment.

Any comment that violates these terms may be removed in its entirety as we do not edit comments.

If you wish to complain about a comment please use the “report this comment” facility or email groceremails@wrbm.com

Mandatory
Mandatory
Mandatory
Mandatory
  • Print
  • Share
  • Comment
  • Save
Sign in

Newsletter Sign-up

Free

I wish to receive the following newsletters:

For Members

Become a Gold Member to receive these newsletters:

Become a Finance Member to receive these newsletters:

Become a member of The Grocer

DIRECTORY

The+Grocer+Directory

CLICK HERE to search for the products, services and companies you need in the definitive guide to the UK food and drink industry.

FOLLOW THE GROCER

The Grocer's commentators and opinion makers