29 Feb 2008


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Häagen-Dazs to add Raspberries & Meringue Limited Edition

General Mills

Häagen-Dazs

ice cream

Source : General Mills UK
General Mills UK is giving consumers a mouth-watering treat and retailers a spring sales booster – with the launch of the latest addition to its successful Häagen-Dazs Limited Edition range.

Häagen-Dazs Raspberries & Meringue

The March debut of Häagen-Dazs Raspberries & Meringue will generate new sales momentum for luxury ice cream – which is now worth £100 million annually – through stimulating shopper interest and attracting new consumers to the category.

The newcomer has gone down extremely well with consumers during independent research – and promises to make an even bigger impact with shoppers in the months ahead.

More than seven out of ten people who participated in the research said they would ‘probably’ or ‘definitely’ buy the new flavour – a delicious combination of creamy vanilla ice cream swirled with raspberry sorbet and crunchy meringue pieces.

“The research results were fantastic because they proved that consumers are really enthusiastic about this new Limited Edition – so we are really positive about its sales prospects,” said Andy Foweather, Sales Director of General Mills UK.

“The beauty of Häagen-Dazs Raspberries & Meringue is that it is a combination that is quintessentially English because it brings together two flavours that shoppers know well and will find appealing and refreshing this summer.

“Previous Limited Editions have generated momentum for the category as a whole and we are confident that this new arrival will maintain that tradition of retail success.”

Häagen-Dazs generates annual retail sales of some £37 million and is growing by 12.2%: the unrivalled consumer appeal of the brand is evident from the fact that four of the top seven luxury 500ml SKUs are Häagen-Dazs offerings.

The newcomer will benefit from the £5 million marketing package for Häagen-Dazs during 2008.

Häagen-Dazs Raspberries & Meringue will be an integral part of the Häagen-Dazs Summer range which includes such seasonal favourites as Strawberries & Cream.

Completing the Häagen-Dazs Summer line-up for 2008 are 500ml packs of Vanilla, Strawberry Cheesecake, Cookies & Cream, Pralines & Cream and Belgian Chocolate; plus 90g stick bars of Cookies & Cream and Vanilla Almonds.

Like others in the innovative Limited Edition range, it will be available for just six months and will have an RSP in line with the existing 500ml range. It is the follow-up to Häagen-Dazs Double Chocolate & Cookies which has been available for six months since September 2007.

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