Häagen-Dazs has unveiled a pair of “hybrid” ice cream tubs.
Called Häagen-Dazs Duo, the “multi-texture” ice cream tubs combine “contrasting yet complementary” flavours, said the ice cream maker, which sit side-by-side in the tub with a “clean split” between them.
They are: Belgian Chocolate & Vanilla Crunch, Dark Chocolate & Salted Caramel Crunch and Belgian Chocolate & Strawberry.
The brand’s marketing manager Kat Jones said the launch was “one of our most sophisticated”, tapping into an “increased desire for chocolate indulgence” among ice cream shoppers.
The range will launch later this month at Asda, with Tesco, Morrisons, Waitrose and Co-op to follow (rsp: £4.96/420ml). The roll out will be supported by a £3m ATL marketing campaign, as well as an “extensive shopper marketing plan” to introduce the range into retail.
The launch comes on the back of a solid year for Häagen-Dazs in the mults: it added £4.6m to its value in 2020, rising 8.9% to £56.2m [Nielsen 52 w/e 5 September 2020].