Häagen-Dazs unveils Double Chocolate & Cookies limited edition

The new arrival, Häagen-Dazs Double Chocolate & Cookies, will be available for just six months, across all trade channels.

The initiative will attract more shoppers to the luxury ice cream brand which boosted sales by 17.2% in the most recent 12-month period – outperforming the luxury ice cream sector in the process.

“We want to encourage consumers to experiment outside their normal flavour repertoire through the regular launch of innovative Limited Editions,” said Linda Hipkiss, Marketing Director of General Mills UK.

Double Chocolate & Cookies, which is part of the Häagen-Dazs Winter Range, will make its retail debut in September. It is a decadent blend of the finest dark Belgian chocolate combined with creamy white chocolate ice cream, loaded with pieces of cookie. It’s a chocolate lover’s delight.

The flavour researched extremely well with consumers with more than seven out of ten saying that they would “definitely” or “probably” buy it – a very high level of positive response.

Hipkiss added:“The results of the consumer research were absolutely exceptional which is why we are so confident about the success of this new Limited Edition flavour.

“Previous Limited Edition flavours have proved successful in attracting new buyers to the category and attracting a younger, more cash-rich shopper to the brand. In fact, research shows that 56% of sales came from new buyers or from existing consumers adding the Limited Edition to their repertoire.”

The new arrival will benefit from brand advertising for Häagen-Dazs – the only luxury ice cream brand backed by consistent national TV advertising. Its £5 million marketing package for 2007 will ensure that it remains front-of-mind with shoppers as the UK’s most recognised luxury ice cream brand.

Häagen-Dazs Double Chocolate & Cookies, which will have the same RSP as the existing 500ml range, is the follow-up to Häagen-Dazs Mango & Passion Fruit which has been available since May.