As R&R Ice Cream celebrates its 25th anniversary this year, it does so with the launch of a refreshing new range for the impulse sector.
The 2010 impulse offering is headed up by new and innovative products including Aero Double the Bubble and nostalgic classics including Mivvi Divinely Creamy sticks.
Building on the success of Nestlé’s second largest confectionery brand, R&R is launching the Aero Double the Bubble stick into the ice cream market.
As its name suggests, Aero Double the Bubble stick has a unique shape that combines both mint and chocolate ice creams – a first for the impulse sector.
The ice cream has been specially developed to follow in the footsteps of its confectionery parent with a unique ‘melt in the mouth’ smooth texture. Aerated pieces of bubbly chocolate dispersed within the ice cream help to achieve this eating sensation.
Consumer research revealed that the combination of the innovative design and renowned Aero flavours proved extremely popular with adults and families alike.
The individual Aero Double the Bubble sticks (90ml) will be foil wrapped and will launch with an RRP of £1.25.
Worth £72m and growing three per cent year-on-year, the Aero brand is achieving huge success across many categories so the outlook is promising for the new ice cream variant. Aero Double the Bubble will reap the benefits of existing brand awareness – which currently stands at 95 per cent – and will be bolstered by a planned parent communications spend of £7m in 2010.
Following the great success of the classic Mivvi brand – a British favourite for more than 55 years – in the take home sector, R&R will be launching Mivvi Divinely Creamy into the impulse category in 2010.
2009 saw the successful repositioning of the Mivvi brand to target the ‘adult refreshing treat’ segment of the market. This was achieved via the effective communication of quality USPs; 20 per cent real fruit and the inclusion of indulgent clotted cream.
The 2009 re-launch resulted in the brand becoming the number one performer (CROS) in adult refreshment putting it ahead of established competitors such as Solero*.
Mivvi Divinely Creamy will be sold as individually foil-wrapped sticks (90ml) at an RRP of £1.25.
Both the Aero and Mivvi brands will add to the strength of the existing impulse brand offering – aptly named the Magnificent 7 – which includes: Fab, the UK’s number one ice lolly brand worth £15.2m with a 17 per cent share of the ice lolly market; Rowntree’s Fruit Pastilles lollies and Rowntrees Fruit Screamers; Kit Kat cone, launched in 2009, the seventh best selling individual ice cream in impulse*; Smarties; Thorntons; and Ribena.
Commenting on the launch, Charlotte Hambling, senior marketing manager at R&R, said: “This year’s new range sees Aero, one of Nestlé’s biggest and most popular confectionery brands, launching into the ice cream category for the first time.
“With such a high profile range on offer, it’s an exciting launch for the impulse market. We believe the introduction of the Aero brand brings genuine new news to the sector which will in turn generate strong consumer demand.
“The launch satisfies the need states of the impulse market combining indulgent treats, innovation and all-round family appeal. Both new products will be wrapped in foil to provide stand-out in the freezer and promote the premium quality cues to the consumer.”
Parent brand advertising will support the launches as well as point of sale to create awareness at point of purchase. The new range will be available in stores from February 2010.
Source: R&R Ice Cream
