Luxury ice cream brand Häagen-Dazs has announced it is both expanding its line of indulgent tubs with the launch of NEW Fruit Obsessions, as well as relaunching its range of handheld Sticks. The new SKUs will be on shelf from March.

One of the few luxury fruit and triple texture products on the market, Fruit Obsessions are made with real fruit, no colours or artificial flavours and will be available in two deliciously refreshing new flavours – juicy White Peach & Raspberry and zesty Lemon & Mandarin.

The exquisite ingredients have been sourced from across the globe, the white peach pieces are from South East Asia. We stir our white peach puree into our ice cream base to create a taste profile that is delicate and refreshing, just like a whole white peach.

We chose the Mediterranean region for our lemons and mandarins, where the sunny weather coupled with the volcanic soil creates the ideal conditions to grow and amplify its flavour. Harvested between February and March, they are pressed fresh and produce a juice with crisp flavour notes.

Fruit Obsessions has been perfectly created to ignite the summer senses and reinvigorate taste buds after research showed that shoppers are missing out on luxury ice cream and are currently forced to ‘trade down’ for fruit flavours[1].

Häagen-Dazs Sticks have been given a new look and recipe to redefine the Handheld category. The new and improved chocolate is perfect for that first bite moment, while the signature crunchy inclusions have been stirred into the coating for ultimate luxury.

The Sticks aim to elevate the expectation of the everyday indulgent experience, presenting retailers with an increased sales opportunity. They offer consumers previously forced to compromise premium ice cream vs premium coating with the best of both, as 87% of shoppers revealed they would trade up if they could have premium ice cream and premium coating in one product[2].

The new pack design enhances its shelf visibility and highlights that the Sticks are free from artificial colours or flavours.

Kat Jones, Marketing Manager, Ice Cream & Snacking at General Mills, said: “As a brand Häagen-Dazs has seen huge success over the last 12 months growing to an £82m[3] brand. This is thanks our continued investment and our sustained efforts to create innovative products sits within this. It helps us to provide a differentiated offering to our customers.

“We pride ourselves on championing flavour and format diversification in luxury ice cream as we continue our work to expand our portfolio and unlock further opportunities to grow the category.”

Available in all major grocers:

  • Fruit obsessions RSP: £6.05/pint
  • Häagen-Dazs Sticks RSP: £3.99/multipack

[1] Source: Kantar U&A FR/UK Consumer Research August 2018 Ad hoc study 10 000 of sweet treat occasions. Source: AC Nielsen Panel Switching L52wks to 14th July 2019 GB.

[2] CLT in France May 2019

[3] Nielsen scantrack Total Impulse 52w/e 28th Dec 2019

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