Mackie’s of Scotland is launching a super-premium ice cream range to challenge Häagen-Dazs and Ben & Jerry’s domination of the 500ml-tub market.

Mackie’s Extra Posh ice cream will be targeted at the multiple retail, c-store and impulse markets (rsp: £2.99). It comes in three flavours: Madagascan vanilla, toffee fudge and Belgian chocolate flavours.

Early consumer feedback indicated Mackie’s was already recognised as being quite upmarket, said managing director Mac Mackie. “We had to show consumers this range is a little bit more special. That’s why we’ve called it ‘Extra Posh’.”

The new packs show Mackie’s Jersey cows wearing tiaras. “This creates a dramatically different new range of tubs and is a light-hearted link back to our working farm and herd of cows,” added Mackie.

Mackie’s sales had increased 18% in the past 18 months, he said.

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