The Ice Cream of Ice Creams brand, Häagen-Dazs, is introducing a new era of mindful indulgence without the taste compromise, adding two new indulgent flavours to its range of lower calorie ice creams with a new format extension.

Launching nationwide from March, the now extended “Gelato” range will include a delicious new Creamy Fudge Brownie flavour, and a format expansion of the top-performing Caramel Swirl to its collection, at just 150 calories per serving, now both available in pints.

Bringing a new level of permissible indulgence to the same creamy and velvety experience that consumers know and love, the new Creamy Fudge Brownie flavour is smooth and luxurious, with rich, gooey fudge and soft brownie pieces swirled into a unique mascarpone ice cream base.

With more than one in two shoppers reporting an interest in changing what they eat to be more healthy in a post-COVID world[1], the new additions are the perfect treat for consumers in search of lighter options post-festive season.

Following strong sales of its portion-controlled mini cups launch in 2019[2], with less than 150 calories per cup,  Caramel Swirl is now available in a pint format. The new size will build on the growing success of the Häagen-Dazs Gelato range, which has one of highest repeat purchase rates in the sub-sector at an impressive 29% vs competitors[3].

Jose Alves, Marketing Manager for Häagen-Dazs, General Mills UK, said: “As consumption habits evolve post-COVID, we expect to see the comfort-eating legacy of indulgence taper, with a longer term resurgence in mindful indulgence. Consumers want healthier alternatives to their favourite ice cream without having to compromise on taste and experience, and we are really seeing this come through in calorie and portion control versus abstinence.

“Our newest additions empower shoppers with healthier choices – but with indulgence remaining as the heartland for category growth, the true potential and point of difference of the Gelato range is its expert ability to answer the desire for indulgence and to outperform on taste.”

Häagen-Dazs is using the Gelato range to unlock key category growth post-HFSS restrictions, with strong campaign activity to support and establish the brand as the gold standard within the Wellness category.

[1] IGD, 2021

[2] Nielsen Scantrack 52w/e 28th December 2019 – Total Coverage (Total UK excl discounters)

[3] Nielsen Panel data % repeaters 52 wks to 19th June 21

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