Cool appeal for cult Arctic roll

  • Print
  • Share
  • Comment
  • Save

Richmond Ice Cream is bringing innovation to the cult British frozen dessert, the Arctic roll, with a range of products designed to encourage consumers not to turn away from the freezers during the winter months.
From September 26, the company is launching three ice cream rolls under the Nestlé brand in an attempt to shrug off the old-fashioned image of the Arctic roll, a popular dessert of the 1970s described by food writer Nigel Slater as tasting like “frozen carpet”.
Two flavours, Black Forest and Fruit Trifle, will be complemented by a Rolo
variant (rsp: £1.99 for 250g), taking its flavour from Nestlé’s popular confectionery countline in a bid to attract children.
“Innovation is key and we have added the Nestlé stamp of quality to the Arctic roll, which is
a long-established British favourite,” said Kate Needham, marketing director at Richmond Ice Cream.
According to the company, the autumn and winter periods in the UK are actually profitable times for the ice cream industry, as consumers look for comforting, indulgent products during the cold nights.
Needham said: “Last winter, more than 40% of ice cream sales in the convenience store sector occurred between October and March, with sales during the week running up to Christmas alone exceeding a total of £12m.”
The new products are part of the company’s Profit Quest campaign aimed at helping independent retailers maximise ice cream sales during winter. It will provide merchandising advice as well as posters and freezer stickers promoting the range.
Stefan Chomka

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

Grocer jobs Experts in FMCG

Search jobs
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