Häagen-Dazs puts its ice cream bar line into a multipack

  • Print
  • Share
  • Comment
  • Save

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.” 

Have your say

You must sign in to make a comment

  • Print
  • Share
  • Comment
  • Save
Sign in

Newsletter Sign-up


I wish to receive the following newsletters:

For Members

Become a Gold Member to receive these newsletters:

Become a Platinum Member to receive these newsletters:

Become a member of The Grocer

Grocer jobs Experts in FMCG

Liberty Flights Ltd Area Sales Manager

Area Sales Manager - Liberty Flights Ltd

£20,000 - £25,000 a year + fantastic commission structure (OTE £37K per annum)
Search jobs



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