Häagen-Dazs has thrust itself firmly into the UK’s handheld ice-cream category with the launch of Häagen-Dazs Stick Bars.
Available exclusively to the convenience channel in single packs from this month, it will be supported by a marketing campaign that includes PR, word-of-mouth, national sampling, digital media activity and in-store POS.
Häagen-Dazs Stick Bars (rrp £2.29) is available in three flavours, including on-trend Salted Caramel, Vanilla Caramel Almond and White Almond.
Arjoon Bose, Marketing Manager (UK & Northern Europe), Häagen-Dazs, commented: “Our on-the-go stick bars are ideal for convenience channel partners looking to boost their impulse ice-cream category. We are convinced we are offering them a unique point of difference and a clear competitive edge with the quality credentials of this NPD.
“Retailers can take full advantage of the launch and drive significant incremental sales via this ‘out of home’ consumption occasion by stocking up on our new range and utilising the extensive choice of bespoke POS to further maximise stand-out and visibility in-store.”
Launched in France last year, Stick Bars are already worth €10.4m, with almost a third of consumers repeat purchasing. In addition, it was ranked among the top three FMCG innovations of the year in the French market.
