Haagen Dazs salted caramel ice cream bar multipack

General Mills is expanding the reach of its Häagen-Dazs ice cream bar line from the convenience channel to grocery retail through the launch of a multipack format.

Rolling out nationwide during February and March, the premium range comprises a trio of variants on a stick: Salted Caramel, White Almond, and Vanilla Caramel Almond. They have been packed in a box of three with the aim of tapping growing consumer demand for take-home handheld snacks, according to the supplier (rsp: £3.49/210g).

The extension of the chocolate-coated lineup comes a year after it was introduced by Häagen-Dazs in a single bar format exclusively for the convenience channel. A “positive first-stage launch” meant the brand was now “in a position to ensure strong traction in grocery retail” claimed Richard Williams, UK marketing director at General Mills, which will also launch a Mango & Raspberry multipack exclusively into Tesco on 4 February.

Häagen-Dazs’ burgeoning handheld range - worth £633,000 in value sales [Nielsen 52 w/e 8 October 2016] - was a natural next step for the brand and had disrupted the market, Williams added. “Prior to the launch, many handheld ice cream formats retailed under £1, leaving a gap in the market for a premium-priced product.”