Cool appeal for cult Arctic roll

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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

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