Froneri targets Indulgent Sticks Market with a New Ice Cream Adventure

The UK’s largest ice cream producer, Froneri, is set to launch an exciting new brand in the indulgent sticks segment. 

This is the first global branded launch for Froneri. 

Indulgent sticks are the largest sector of the ice cream market and in long term growth. Froneri has identified an opportunity to add value to the category with a unique proposition that targets a younger audience who can’t find a premium sticks experience that speaks to their values and taste preferences.  The new brand, Nuii, offers consumers a high-quality experience with flavours that are more adventurous and creative. 

The Nuii brand which will be launched in the UK and across Europe, targets the adult evening snack occasion where Indulgent sticks have seen growth of +25% year on year[1]. Indulgent sticks are the most important sector at this occasion but there is further incremental opportunity to tap in to the growing premium trends with the younger audience at the evening snack.

The Nuii range consists of four new SKUS, all designed to offer a new taste experience, made with the finest ingredients sourced from all corners of the world to create flavor combinations that excite the most discerning palettes; Salted Caramel & Australian Macadamia, Dark Chocolate & Nordic Berry, Cookies & Idaho Valley Mint and Almond & Java Vanilla. The new brand will arrive on supermarket shelves this month (February). Each indulgent stick is made with real cream, coated in a thick layer of premium chocolate and a more artisanal finish. The cocoa used in Nuii products supports responsible, sustainable cocoa farming. 

Charlotte Hambling, UK Head of Marketing at Froneri says “The indulgent sticks sector continues to drive growth in both ice cream and the wider grocery market. However, there’s a real gap to add incremental growth by appealing to the adventure seeking, taste discerning audience who are looking for a premium stick that fulfills their indulgent treat requirements for an evening snack”. 

“Nuii takes premium indulgence to the next level. The quality of the ingredients we have sourced, and the artisanal finish conveys the care and attention that goes in to every one of the Nuii sticks”. 

To support the launch of the new brand Froneri is investing £3m in an integrated marketing campaign to run throughout 2019. The new TV advert will air in April supported by outdoor, print, experiential, social & digital as well as a strong shopper marketing campaign to encourage trial by introducing consumers to the range closer to point of purchase.

[1] Kantar GB Worldpanel Online, Usage, Occasions, 52we 20.05.18