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Heinz is relaunching its American Dream US-style frozen dessert range with new packaging, improved recipes and a new variety. The brand became part of Heinz when it acquired UB Frozen & Chilled Foods in 1999 and was then under the McVitie's brand....
Big changes could be on the way to warm up the frozen cakes market, currently declining 2%. Heinz, which now has the McVitie's frozen dessert business under its wing, is keeping quiet about any plans it may have for the brand but senior brand...
Heinz is producing a Juice Burst frozen dessert under the McVitie's brand.
The food giant, whose only previous foray into the dessert market has been in hot sponges, hopes the McVitie's name will give its new product greater clout.
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