Luxury ice cream brand Häagen-Dazs targets the reclamation of summer this year with an exotic new cocktail-inspired collection, available in ASDA from 23rd May as a grocery exclusive and in frozen wholesale through DWF & Consort.
The new Lime Mojito Sorbet and Piña Colada ice cream hero two iconic rum-based cocktails featured in the UK’s Top 10 favourite cocktails[1]. The launch directly answers the demand from 61% of 25–34-year-olds who want to see ice cream containing alcohol[2].
With 53% of luxury ice cream shoppers calling out for innovation[3], The Cocktail Collection follows the launch of DUO to become another execution of Häagen-Dazs’ Love the Mix platform; a concept of bringing two contrasting but complimentary flavours and categories together to provide consumers with an elevated taste experience.
The Lime Mojito Sorbet is a vegan zesty lime sorbet infused with a touch of rum and a sweet yet refreshing swirl of mint, while Piña Colada is a creamy coconut and pineapple ice cream with shavings of real coconut and an indulgent pineapple rum sauce swirl.
With 20% of ice cream occasions driven by seeking refreshment[4], and the low & no alcohol trend rife with momentum, The Cocktail Collection marries ice cream and cocktails to offer an indulgent solution and grow the strong luxury ice cream category even further.
The launch will be supported by a new ‘Love the Mix’ campaign, which begins in May and will run throughout Summer across TV, VoD, digital and social. The new collection will also receive targeted shopper and digital support to drive shopper excitement and penetration instore and online.
Kat Jones, Marketing Manager at Häagen-Dazs UK, said: “Cocktails and ice cream share a key consumption driver for ultimate refreshment. Research shows that the resurgence of rum is the number one future drinks trend[5]; It already saw a growth of +7% growth in sales over last year[6] so we thought, why not combine the two, premiumise a refreshing fruity offering and a popular trend to drive shopper trade-up?!”
“Just in time for summer, the new cocktail collection will open up incremental consumption occasions day-to-night, like social events, celebrations, or even an alcoholic substitute. With these flavours we’re directly responding to the trend of no and low alcoholic beverage intake. Consumers still enjoy the taste and occasional tipple, so we’re sure our cocktail flavours will go down a treat!”
[1] CGA’s 2019 Mixed Drinks Report
[2] Mintel, The Future of Ice Cream: 2020, January 2020 – 61% express interest in ice cream containing alcohol
[3] Nielsen Panel Asda & Grocery Mults, MAT 09 Sept 20
[4] Mintel, The Future of Ice Cream 2020
[5] CGA’s 2019 Mixed Drinks Report
[6] CGA’s 2019 Mixed Drinks Report
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