Changing seasons make for changing habits, and as the temperature rises more and more consumers will find themselves in the mood for ice cream, which is why we’re taking a look at this season’s major launches.
The ice cream category had a strong 2013 with handheld products growing by 11% in impulse. Weather plays its part in sales with the hot weather last summer having a profound impact on the handheld category last year, performing at -4% year to date before the hot spell in July; four weeks later this increased to +7%. All of which means that the warmer it gets, the more ice cream you’ll sell – and in particular, singles will perform strongly as soon as the sun appears, so monitor the weather and adjust deliveries accordingly. James Hay, Senior Brand Manager at Mars Ice Cream, says that retailers should look to ensure that they maximise the potential of this impulsive nature of ice cream singles, but should avoid multibuy deals as this will only compromise margins.
However, he adds that multi-packs, are an opportunity where retailers should look to maximise the potential to increase shoppers’ basket spend through multi-buy or cross-category promotions. One good example of this is to offer an ice cream and pizza multi-buy promotion from within the freezer to help consumers pair up products for a certain occasion. He comments: “Retailers should ensure their freezers are well maintained and merchandised so shoppers can easily and instantly navigate the range for their favourite ice creams.
With the impulsive nature of ice cream, retailers’ freezer sections must be in plain view to maximise the potential of shoppers’ basket spend. By stocking ice creams across the frozen aisles, retailers allow visible cross category promotions, where they can offer ice cream and pizza multi-buy promotions from within the freezer. This will help consumers pair up products for a certain occasion, such as the big night in.” As with every year, there has been huge NPD investment, and here we look at some of the upcoming launches.
Bubblegum launch for Calippo
Growing at a rate of 20%, Calippo is hoping to accelerate that further with the launch of a Bubblegum variant that builds on the popular Wall’s Kids range and brings an new flavour from a brand consumers know. It has an rrp of 90p.
Galaxy freezes over
Retailers should look to stock Mars Ice Creams Galaxy range. Inspired by the hugely successful re-launch of the Galaxy chocolate brand, Mars will unveil a new and revamped Galaxy Ice Cream pack design for the Galaxy Almond and Caramel singles. The sleeker new packaging will generate greater consistency across the total Galaxy brand and in the process cue the luxury that the Galaxy brand is synonymous with.
Twix hits 99p mark
With an eye on the price-conscious shopper, Mars has launched a limited edition 99p price-marked Twix single to the Mars Ice Cream portfolio this February. The new Twix Ice Cream bars will have either a “Just £0.99” or “Only 99p” price marked flash in keeping with the £5m Left & Right Twix TV campaign.
Living in luxury
Luxury ice cream has proven itself to be a winner year-round, but in summer retailers should ensure stocks are maintained, and even expanded. Within the convenience channel it is essential to merchandise a mixed range products, 500ml, sticks and mini to ensure that they cater to all shoppers. Retailers must ensure that the best sellers are on display and that the fixtures are clearly merchandised with POS. Ed Culf, Marketing Director at Häagen-Dazs, says: “Stores can increase footfall through displaying produce prominently in the freezer section, and making shoppers aware that their favourite brands, and flavours, are available. Retailers should be looking to maximise the continuing trend for shoppers buying into the luxury ice-cream market, by encouraging blocking of luxury brands, and increasing the share of space in fixture to meet the shoppers’ needs.
Cornetto in triple launch
Cornetto is launching a new flavour into its portfolio this summer, Cheesecake Glory. It joins the existing Vanilla Shake flavour available both in single with an rrp of £1.50, and multipack of four, with an rrp of £2.49. Cornetto Premium Cookie is available In Home only and has an rrp of £1.50. A second launch is Cornetto Choc ‘n’ Ball (rrp £1.75), which combines ice cream, vanilla and milk chocolate pieces covered in milk chocolate and almond slivers with a crispy waffle cone. It also weighs in at 160g, a ‘manlier’ positioning than the brand’s standard 90g. Speaking of which, new to Cornetto’s 90ml range this year, Cornetto Classico and Strawberry will carry a £1 price mark on pack.
Solero shakes up a mojito
Inspired by one of the most famous cocktails in the world and enriched with real pieces of lemon, lime, mint and rum, Solero Mojito (£1.20 rrp single, £2.49 x3 multipack) launches specifically to target the adult ice cream market in time for the summer impulse season.
Mars aims for another record year
Outperforming the market last year was Mars Ice Cream, which saw growth of 14.7%. The Mars and Snickers brands were key to this growth, jumping by 27% and 30% respectively in 2013. Mars and Snickers four-packs performed especially strongly in convenience throughout 2013 along with Mars Ice Cream singles – with four singles (Mars, Snickers, Bounty and Maltesers) in the fastest selling top 20 singles in impulse. Mars Ice Cream is set to drive further volume and sales growth with a range of innovative NPD in 2014. Mars introduced the new Variety Mix Mini pack in February, containing a selection of three Mini Snickers, Bounty and Mars Ice Cream bars. The mix of these popular bars in mini formats presents a real sales opportunity for retailers. By stocking these products, they will be catering for consumers shopping for sharing snacks and those looking for a permissive, practical treat with a lower calorie content, for the big night in occasion.
Magnum turns 25 in style
The leading brand in the ice cream brand in the UK is turning 25 this year and Magnum is celebrating with the launch of Marc de Champagne. Featuring Magnum’s first ever silver chocolate coating and a holographic wrapper, the launch offers consumers another new product from an ice cream brand they recognise for its luxurious chocolate ice cream credentials. Magnum with Marc de Champagne multipacks have an rrp of £2.99 and singles are £1.75.
AG Barr gets set for summer
This summer there is going to be a major new player in the ice cream market, and it’s a brand that retailers and shoppers alike are more than a little familiar with. Irn-Bru has moved into a new category with the launch of Irn-Bru ice cream lollies. The product features a thick Irn-Bru shell, creamy Irn-Bru Ice Cream and an Irn-Bru ripple. It was launched in response to demand from consumers. “Our fans have told us that they would love to see an official Irn-Bru ice cream and we’ve listened,” says Adrian Troy, Head of Marketing at AG Barr. “We worked hard to get it right, and all of our taste testers have given it top marks.” Irn-Bru ice lollies are available as single serve 100ml lollies – (non-price-marked and £1.19 PMP) and multipacks of 3 x 100ml lollies (non-price-marked).
While this is Irn-Bru’s first venture into ice cream, another AG Barr has been making a name for itself for a while now. The company embarked on its most ambitious NPD initiative to date when it extended Rubicon, the UK’s number one exotic juice drink brand into the ice cream sector. The range achieved an impressive £2m in its first year. “The Rubicon range plugs a significant gap in the market, as ice cream is often lacking in choice of authentic exotic flavours which core Rubicon consumers, among many others, are now actively seeking.” says Troy. “It has created a massive opportunity to generate incremental sales from the ice cream fixture as it gives retailers the chance to leverage Rubicon which commands very strong brand loyalty and is one of the UK’s fastest-growing drinks brands.”
The frozen Rubicon range comprises ice cream and ice lollies. 110ml Rubicon Mango push ups are available in standard and 89p price-marked packs, with Passion and Lychee push ups in 89p price-marked packs only. The range also includes Rubicon Mango Ice Cream Swirl and Rubicon Mango Fruit Exotics in 750ml tubs (£2.99 price marked packs) and a four-pack of 80ml Mango push ups.
