The three 1litre tubs ­ vanilla, chocolate and strawberry, all with an rsp of £2.99, ­ were endorsed by the Soil Association. The company described them as a "natural development of the brand" following its acquisition of Rocombe Farm ­ a pioneer of organic ice cream ­ at the end of 2000. Sales Information Resources values Yeo Valley Organic's sales across all grocery and impulse outlets for the year ending January 27, 2002, at £340k, with the total 501-1000ml tubs and blocks category at £77.8m, up 9.9% year on year. Total ice cream rose 2.1% to £772.5m. The company says "Taste tests organised by consumer magazines have backed our view that we have outstanding products, and shoppers seem to agree. Within three months of the launch, our rate of sale data from the stores stocking us put us in the 20 fastest selling ice creams. "As the average multiple stocks 172 ice cream lines, we feel that's an impressive performance. We believe that there is a real demand for our brand and are now gearing up to launch three new premium organic products in time for Easter." {{P&P }}

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