Swedish company Almondy is hoping to heat up the ailing frozen desserts category with a premium range that features major confectionery brands.
The market-leading brand in its home country, Almondy already has a foothold in the UK via Ikea furniture stores, but it is now launching a four-strong range to grocery retailers.
It hopes that tie-ups with Kraft’s Daim and Masterfoods’ Snickers brands will encourage consumers to try the brand. Advertising in consumer titles is planned for later in the year.
The gluten-free products
are all based on traditional Swedish tarta - layered tarts or flans.
Almondy Daim is a creamy almond cake with almonds, caramel and chocolate, while the Snickers variant has an almond base with nougat, caramel, peanuts and chocolate.
The other two lines are Almond, which has a biscuit base, butter cream filling and flaked almonds, and Chocolate, with chocolate cream and dark chocolate. All are designed to serve up to eight. Other lines - including more confectionery tie-ups - are in the pipeline.
The price point of £3.49 is aimed at bringing value back to the declining frozen desserts category, which is dominated by own label . Sales fell year-on-year by 7% to £241.3m [ACNielsen 52 w/e October 1, 2005].
A buyer for one major grocery chain said premium was definitely the way forward for frozen desserts, because EDLP and promotions had eroded value. She said Almondy offered strong products but their success would depend on two things: heavyweight marketing support and whether top end retailers backed them.
Almondy’s UK general sales manager Andrew El said: “We want to do for frozen desserts what’s been done in premium ice cream. People may be more concerned about health issues these days, but there is still a place for indulgence.”
Mary Carmichael