Frederick's Dairies is upping the ante in the ice cream freezer wars with the launch of a Cadbury branded freezer and a limited edition ice cream solely for the impulse market. This move marks a new focus by Cadbury ­ whose ice creams are made under license by Frederick's Dairies ­ on the impulse sector. The limited edition is an orange variant of the Cadbury Dairy Milk ice cream ­ dairy vanilla ice cream on a stick covered with orange flavour Cadbury milk chocolate (rsp: £1.10). Cadbury ice cream products have mainly been available in the multiple sector. But the new limited edition is the start of a drive to increase distribution and sales in impulse outlets. Frederick's Dairies marketing director Peter Elvin said: "Limited edition variants have been highly successful in the confectionery market and we believe the same strategy can develop incremental sales of ice cream in the impulse market." Competition in the freezers has been ferocious since the law on freezer exclusivity changed last year. The plan is to gradually introduce Cadbury branded freezers into impulse outlets where they will take on the might of Wall's, Nestle and Mars. Frederick's Dairies is selling the metallic Cadbury freezers for £349 ­ which will include £349 of Cadbury ice cream for free. Elvin added that he expected sales of the Cadbury range (which also includes Flake Cone 99, Fruit & Nut Cone, Cadbury Dairy Milk, Cadbury's Caramel and Bassetts Refreshers) to reach £35m this year. {{MARKETING - P&P }}