Weight Watchers® Iced Desserts tops low calorie sales

icefresh-group-2010Recent data produced by Kantar Data shows Weight Watchers® Iced Desserts is now the largest brand in the low calorie iced dessert sector and has shown the strongest growth in the past 12 months.

The data reveals how the low calorie ice desserts sector, which includes Walls Carte D’Or and Swedish Glace, has seen a positive percentage increase both in expenditure and volume, with Weight Watchers Iced Desserts leading the way with a volume increase of 11% and value increase of 4% over the past 12 months.

Icefresh, which holds the licence for Weight Watchers Iced Desserts, has strengthened the brand’s position within the category through promotional activity and the development of new low calorie versions of mainstream products.

Phil Webster, Chief Operating Officer of Icefresh said: “Weight Watchers has a great USP and very loyal following, so our proposition is centred around offering customers the equivalent of a full fat mainstream product with the same levels of indulgence and taste, but with significantly less fat and calories.

The recession did hit the healthy eating category because it generally sits at the premium-end whilst full fat cheaper foods are definitely the winners in tough times. That said, we countered the effects by ensuring we always have a steady steam of new products to generate interest and trialists.”

The latest offering from Icefresh is Weight Watchers Mini Chocolate Sticks aimed at women who want a quick, convenient, guilt-free treat. Each box contains four milk chocolate sticks and four white chocolate sticks at only 90 calories per milk choc stick and 95 calories for the white choc stick (RRP £2.99).

Icefresh Stockist details:

Tel: 01263 714700

www.icefresh-foods.co.uk