Luxury ice cream brand Häagen-Dazs launches a Cosy Cocktail Collection as it aims to de-seasonalise the category by preventing the traditional lapse of consumers from summer to winter.
A winter campaign including NPD, ATL and shopper will look to drive relevancy of ice cream during the winter period, encouraging consumers to “not hold back” and embrace the cosy moments of the season.
Tapping into seasonal out-of-category consumption trends, the Rum Salted Caramel & Biscuit and Irish Whiskey & Chocolate Waffle ice creams will launch as part of the brand’s Limited Edition offering. Merging on-trend dark spirits, rum (up 83%) and Irish whiskey (up 48%)[1] with its indulgent vanilla and caramel ice cream favourites, the classic tubs are joined by a ‘Cosy Cocktail Collection’ featuring four mini cups formats, two of each flavour.
The NPD follows the success of the brand’s summer launch of the Mixology platform and the Mojito and Pina Colada flavours, which have already seen exceptional RoS performance ahead of established Häagen-Dazs favourites and received positive consumer feedback.
Landing on Co-op shelves on 27th September, with a wider grocery rollout thereafter, the ice creams have been developed in response to insights that 36% of UK consumers are treating themselves more than ever[2] and specifically within luxury pints, richer flavours such as chocolate, cookie and dessert outperform in winter.
Currently, the ice cream category has a 61% share of sweet treat sales in summer vs only 39% in winter[3], so the brand is working to de-seasonalise and drive its reputation as a year-round growth driver in line with a recent over-index in winter sales (41% of value sales), thanks to format and indulgent flavour plays. Better suited to in-home consumption, mini cups and pints occupied 74% and 22% share, respectively[4].
The flavours will be supported by a winter ATL campaign, adopted from the brand’s summer “Love the mix” concept alongside activation, sampling, and influencers. Plus, additional support to drive trial and penetration will come via standout on-shelf packaging, upweighted in-store shopper activity and an increased focus on online.
Kat Jones, Marketing Manager, Ice Cream at General Mills, said: “Research suggests that mid to long term, the ice cream category, currently growing at 10.2%[5], is set to continue this growth via both elevated indulgence offerings and portion control and our new alcohol-infused innovation within pints and mini cups respond to that.
“Pints have traditionally been our heartland, but as the leader in mini cups, we are focusing on driving our mini cup distribution as we target the popularity of ‘portion controlled’ ice creams without compromise on taste or ingredients. Presenting a +£52m category growth opportunity[6] and growing 16% vs the category (11%)[7], mini cups play a powerful role in the category, so we’ve launched the new flavours in this size to accelerate that growth.
“With 53% of shoppers looking to try something new and different within luxury ice cream[8] and one in two consumers wanting alcohol ice cream[9] options, they need look no further than our Winter Cocktail Collection during the colder months!”
[1] Businesswire, global Alcoholic_ Ice Cream Market 2018-2022
[2] Kantar Covid-19 Barometer Wave 4 2 TOP BOX
[3] Nielsen Panel FMCG – Retailer X Sweet Treats
[4] Nielsen scantrack 26 wks to Feb 21
[5] Nielsen data total coverage ending 31.07.2021
[6] Nielsen data ending March 21 / May 21 / Summer 2018 analysis
[7] Nielsen data ending March 21 / May 21 / Summer 2018 analysis
[8] Nielsen Panel Asda & Grocery Mults, MAT 09Sept 20
[9] Businesswire,global Alcoholic_ Ice Cream Market 2018-2022 – “1 in 2 Consumers Express Interest in Alcohol Ice Cream“
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