R&R Ice Cream is expanding Lyons Maid to offer a full range of price-marked alternatives to own label in take-home and impulse.
Targeted particularly at smaller convenience stores, the new take-home products will roll out next month and comprise one-litre and four-litre tubs, and packs of choc ices, cones, splits and stick formats. New impulse products to roll out in April include ice cream sticks and cones.
Products will be provided in branded outers to act as PoS for smaller c-stores.
“Currently, for small retailers the opportunity does not exist to compete with the value offered by own-brand labels,” said R&R marketing head Charlotte Hambling. “The range will create an opening for convenience outlets to be competitive with pricing.”
The take-home range comprises: Strawberry Cones (rsp: £1.25/four), Fruit Splits (£1/four), Milk Chocolate Sticks (£1.25/three), Choc Ices (£1.25/eight), Ice Cream Brick (£1.25), Ice Cream Roll (£1.25), one-litre tub (£1.75), two-litre tub (£2.50), four-litre tub (£4). Impulse range: Chocolate Ice Cream Sticks (70p), Pop-up lollies (60p), Strawberry and Chocolate Cones (60p).
Many are priced in line or below current prices at the big-four supermarkets, according to BrandView.com data. Some supermarket lines are cheaper than Lyons Maid however, including two-litre tubs of standard ice cream, which are currently £1.83 on average at the big four.
Lyons Maid became part of R&R in 2001 when R&R acquired the Nestlé ice cream business.