Wall's is to open three more ice cream parlours in the UK and is looking at introducing savoury flavours such as curry and cheese in a bid to drive sales.
It is also introducing a modified version of its trade mark heart' logo across its entire portfolio of brands, which include top sellers Magnum and Solero. The Unilever subsidiary announced the plans as part of its "biggest ever investment into the ice cream category".
Sites are still being explored for new parlours, which will come in addition to the outlet Wall's operates in the Bluewater shopping complex in Kent.
But Gaby Vreeken, Wall's business director in the UK, said that sites would be opened in areas with similarly high footfall.
Speaking at the launch in Rotterdam of a set of global initiatives across Wall's ice cream portfolio, Vreeken said: "We are committed to constantly bringing to the market high quality products and innovations.
"As part of that, we are always looking at introducing new products such as savoury ice creams, which we already make in other parts of the world, for example Mexico, where chilli is a long established flavour."
Other initiatives will include a pan-European tie up with MTV to find Europe's best dancer. The Grocer reported last month how Wall's intended to spend £25m supporting its brands in the UK this year.