Upmarket Swiss ice cream brand Mövenpick is making its first foray into UK retail in a bid to tap into the growth in the luxury sector.

The posh Nestlé brand, which is rolling into Tesco now, is being positioned as a “super-premium” option with all-natural ingredients. It is available in four flavours: Swiss Chocolate, Maple Walnut, Pana Cotta and a White Peach & Redcurrant variant in 500ml pots (rsp: 4.29).

R&R Ice Cream, which owns the UK licence, said the brand would fill a gap in the market for a “luxury authentic offering with heritage and natural flavours”.

Last year, luxury ice cream was the fastest growing sector within the total market, up 13.4% to £64.3m, according to TNS [52 w/e 4 November 2007].

R&R is supporting the launch with a £250,000 marketing push including press, sampling, digital and direct mail activity.

Mövenpick has been available in the UK foodservice channel since 2003.

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