Häagen-Dazs aims to gain a firmer grip on the super premium ice cream category with four new flavours and its first pack redesign for 10 years. The new flavours ­ Cookie Dough Chip, Caramel Cone, Fudge Swirl and Lemon Passion Pie ­ join the 10 strong range in March. They'll be available in new gold and burgundy packs ­ which retain the familiar doily design ­ a few months before the rest of the range to differentiate them on the fixture and increase trial. Their development follows research into preferred indulgence flavours. "Chocolate, fudge and caramel are key drivers, while fruit brings in new consumers," said brand manager Kirstie Cunningham. The best selling Häagen-Dazs flavour is Pralines n' Cream, followed by Cookies n' Cream and Belgian Chocolate. The company claims 70% of the super premium ice cream category, which it values at £25.8m, with nearly 25% growth year on year. {{P&P }}