Ben & Jerry’s has doubled the size of its lower-calorie Moo-phoria range to cash in on the healthier ice cream explosion.
The brand has added two variants – Salted Caramel Brownie and Chocolate Cookies & Cream (rsp: £6/500ml) – sweetened by glucose syrup and dextrose. Containing no more than 129kcals per 100ml, they also promise “50% less fat than similar ice cream products”.
The NPD joins Caramel Cookie Fix and Chocolate Cookie Dough, the Moo-phoria duo launched by Ben & Jerry’s last February to take on the likes of Halo Top and Unilever stablemate Breyers Delight. All four variants are made with free-range eggs.
While Ben & Jerry’s was “known for our chunky and swirly indulgence”, the brand wanted “to show ice cream fans that they can make lighter choices without compromising on taste” said Christina Dunn, country business lead for Ben & Jerry’s UK & Ireland.
Moo-phoria’s original variants had “been flying off shelves since the launch last year, so we’re excited to build on its success and give fans even more choice with two irresistible new flavours”.
It follows a prosperous 2018 for reduced-calorie ice cream, with Halo Top, Breyers Delights, Oppo and Wheyhey raking in more than £21.2m between them [Nielsen 52 w/e 8 September 2018]. Meanwhile, Ben & Jerry’s added £10.9m across its portfolio due in large part to the summer heatwave.