A new, refreshingly indulgent ice cream… It’s got to be Häagen-Dazs

smoothierange.jpgHäagen-Dazs Ice Cream Smoothies – indulgent fruit blends that combine tasty and refreshing fruit sorbets with smooth and creamy fruit ice creams – is the latest exciting innovation from Häagen-Dazs.

Available in two delectable flavours – Raspberry & Summer Berries and Mango & Apricot – Häagen-Dazs Ice Cream Smoothies will be packaged in 500ml packs, with a striking, clean and youthful modern design.

Ed Culf, Marketing Director at General Mills UK, says: “This is a hugely innovative and positive development for Häagen-Dazs – the brand that first introduced luxury ice cream to UK shoppers. This is a category first and takes the brand into new territory, offering consumers a major point of difference in the luxury ice cream category.

“Uncompromising product quality is – and always will be – central to the Häagen-Dazs experience. We are harnessing these quality credentials and adding a sleek and contemporary twist with the launch of Häagen-Dazs Ice Cream Smoothies.

“We’re continually talking to consumers to better understand their lives. Our ongoing research programme indicated that consumers are increasingly seeking products with high fruit content. This insight, coupled with our appreciation of an overarching treating trend amongst consumers, enabled us to identify a gap in the market for a fruity, refreshing and luxurious ice cream. The result of this development is Häagen-Dazs Ice Cream Smoothies, which, with a combination of textures and flavours provides a truly unique and sensual eating experience.”

Pre-launch trials for Häagen-Dazs Ice Cream Smoothies indicated a strong purchase intent amongst consumers (76% for Raspberry & Summer Berries and 73% for Mango & Apricot).

The landscape looks promising too, according to Andy Foweather, Sales Director for General Mills UK. “This great new product will operate in the luxury ice cream category. Luxury is one of the best performing segments within total ice cream (currently worth £114 million and exhibiting exceptional growth of +11.6% y-o-y) so Häagen-Dazs Ice Cream Smoothies will be in good company.”

One of the major growth drivers is Häagen-Dazs, which continues to outperform the luxury ice cream category and is growing at 15.4% year on year. This is testament to the fact that, despite the current economic conditions, consumers are still willing to treat themselves to super premium brands.

Häagen-Dazs Ice Cream Smoothies will benefit from the brand’s overall £5 million marketing support programme in 2009, which includes national TV advertising. Bespoke Smoothie support will include consumer press advertising in women’s glossies, weeklies and weekend supplements and a digital advertising campaign.

Foweather continues: “Häagen-Dazs Ice Cream Smoothies is set to be a major retail success and its potential is huge. The brand’s key attributes deliver a differentiated offering to the luxury ice cream category and this ensures strong consumer appeal. It is a premium offering that will attract new consumers to the category – adding incremental value and volume.”

New Häagen-Dazs Ice Cream Smoothies is the highlight of the brand’s Summer Range and should be merchandised alongside other Haagen-Dazs products.

General Mills UK
Tel: 01895 201100