Loseley takes on Magnum with posh ice cream launch

The handheld stick both carry an rsp of £1.50

Loseley ice cream - the classic British brand resurrected earlier this year - is expanding into Magnum territory with the launch of premium handheld products.

Loseley owner Beechdean Ice Cream Group is rolling out two ice cream sticks - Classic, covered in milk chocolate, and White, with white chocolate. Both have a £1.50 rsp - the same price as a single Magnum in the supermarkets [BrandView.com].

The launch comes as sales of chocolate-covered ice cream sticks soar, with volumes up 20.6% year-on-year in a total ice cream market down 3.7% [Kantar Worldpanel 52 w/e 25 November 2012].

Beechdean brought Loseley back to the mults this April, two years after former owner Loseley Dairy Ice Cream entered administration. Loseley had since performed “incredibly well”, said Beechdean MD Andrew Howard, adding that he expected the new sticks to accelerate growth.

The company is also expanding its other ranges, including the launch of push-up lollies featuring licensed Nickelodeon children’s TV characters SpongeBob SquarePants and Dora the Explorer (rsp: £1).

It is also extending its Nickelodeon tie-up with new SpongeBob SquarePants 110ml ice cream tubs. It is launching strawberry and chocolate variants following strong sales of the original vanilla pot launched earlier this year.

“It is set to be far and away one of our most successful launches,” said Howard, adding that he was hoping to treble the size of the business over the next four years.