Cake brand Coppenrath & Wiese is hoping to revive the declining frozen dessert category with NPD and a £3.5m push.

Sales in the own-label dominated market have fallen 3.5% to £199.5m and 8% by volume in the past year [Nielsen 52 w/e 13 October 2013].

The German frozen brand blamed the fall on years of stagnation, limited shelf space and a lack of choice. “The time is right for a brand to develop the category,” said commercial manager Bernard Maher.

C&W has launched a press ad push and will be running outdoor ads near supermarket stockists. It is also developing products for the UK market that are designed to offer a point of difference to own label.