Häagen-Dazs boosts winter sales with new limited edition

The new arrival, Häagen-Dazs Caramel Biscuit & Cream will spearhead the Häagen-Dazs winter range.

Häagen-Dazs Caramel Biscuit & Cream will make its retail debut in the latter part of September and will be available for just six months.

A delicious combination of Häagen-Dazs creamy caramel ice cream and crisp pieces of caramelized Belgian Speculoos biscuits makes Caramel Biscuit & Cream another luxurious creation from Häagen-Dazs.

The success of Häagen-Dazs Cookies & Cream is testament to consumers' love of luxury ice creams that incorporate biscuit flavours.

Häagen-Dazs has used this knowledge to create a flavour which does this with a seasonal cinnamon twist.

The introduction of Häagen-Dazs Caramel Biscuit & Cream has been timed to coincide with the onset of winter and will serve as a great reminder that the season actually represents a key selling period for luxury ice cream.

Andy Foweather, Sales Director, General Mills UK, says, “Whilst retailers will experience a significant downturn in trade for impulse handheld ice cream during the winter months, it remains a key selling period for luxury ice cream. In fact, 44% of Häagen-Dazs brand sales occur in winter, making it a must stock for retailers all year round.”

The new flavour will attract more shoppers to the already booming luxury ice cream category, which is experiencing impressive growth.

Contributing significantly to that growth is Häagen-Dazs, which is now worth over £40 million, and growing at 9% year-on-year.

Ed Culf, Marketing Director, General Mills UK, says, “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.”

This year's Häagen-Dazs winter range will include the popular Baileys variety (500ml), which has timeless links with Christmas. The winter range line up also includes: Vanilla, Strawberry Cheesecake, Cookies & Cream, Pralines & Cream and Belgian Chocolate (all 500ml).

The new arrival will benefit from the £5 million marketing support for the brand in 2008 – which is spearheaded by national TV advertising (next on air in November) - helping to ensure that it remains front-of-mind with shoppers as the UK's most recognised luxury ice cream brand.

Häagen-Dazs Caramel Biscuit & Cream, which will have the same MRRP as the existing 500ml range, is the follow-up to Häagen-Dazs Raspberries & Meringue which has been available since May.