Wall’s is hoping to bounce back from last year’s disappointing summer by teaming up with Italian coffee brand Lavazza as part of a £24m investment in its 2005 ice cream range.
Carte D’Or Lavazza (rsp: £2.79 for one litre) follows the launch of Carte D’Or Toblerone and Terry’s Chocolate Orange last year. Wall’s expects the coffee-based variant to be as successful as Carte D’Or Mascarpone, which it claims was the biggest dessert ice cream launch of 2004.
Wall’s key focus this year is on fewer, bigger and better innovations. This includes a new Desserts range, which aims to make mealtimes more exciting. One-litre tubs of Lemon Meringue, Banoffee Pie and Chocolate Brownie varieties have an rsp of £1.99, with a permanent two for £3 on-pack offer.
Kids’ ice creams are also getting a shake up as Wall’s switches to ingredients that only contain natural colours and flavours. A new milk-based vanilla and chocolate flavour ice cream called Wall’s Big Milk contains 70% milk (rsp: 55p or £1.79 for a box of six).
Magnum will benefit when 5 Senses Limited Edition varieties of Touch, Aroma, Sound, Taste and Vision are launched during the year. Meanwhile, Cornetto gets a new Passion variant.
Gaby Vreeken, business director for Wall’s, said: “We are no longer tied to good summer months as today’s consumers look for a variety of ice cream experiences, including indulgent treats, everyday desserts and relaxed shared moments.”
