Dairy Crest has teamed up with Diageo to launch a range of Baileys products aimed at invigorating the flavoured cream market.

The Extra Thick Cream, launched this week, comes in Baileys Original Irish Cream and Baileys with a Hint of Crème Caramel variants (rsp: £1.89 for 180ml). It will be backed by a PR campaign in women's magazines.

The fresh potted cream market is worth £247m and is in 4.4% growth [Nielsen, 52w/e 8 August]. Flavoured cream only has a 2.3% share of that market, with sales of just £5.7m.