Fredericks Dairies is behind an explosive launch into the ice cream market with a version of the Cadbury-branded Crunchie Blast chocolate bar.
The Cadbury Crunchie Blast stick, made under licence by Fredericks Dairies, is a mix of honeycomb-flavoured ice cream with milk chocolate, dotted with crystals of popping candy that explode in the mouth.
The ice cream stick will be available in stores from
February as a three-pack (rsp: £1.99) and in the impulse sector as individual sticks (rsp: £1.10). Fredericks Dairies managing director Frank Frederick said: “We are committed to growing the market and bringing excitement to the ice cream category. The launch of the new Cadbury Crunchie Blast and the £10m investment we have put behind our new factory are testament to this commitment. We will continue to provide new and innovative flavours and formats to extend the Cadbury range in 2006. Watch this space!”
The new product will benefit from advertising dedicated to the Crunchie Blast brand confectionery later in the year. There will also be a sampling campaign and advertising for the ice cream through women’s consumer magazines, commencing in March.