The new ice creams will be positioned in impulse freezers at till points targeting the key family market, specifically the Scooby-Doo core audience of 4-15-year-olds.
Following a licensing deal with Warner Bros Consumer Products, Beechdean launched the range last month with a sizeable marketing campaign to support it, including a UK-wide sampling roadshow in a dedicated ‘Mystery Machine Ice Cream Van’.
The 95ml products are available in three flavours: Chocolate, Honeycomb, and White Chocolate & Strawberry.
“We are delighted to add to our portfolio of licensed products with such a strong character, and the new listing with Toys R Us continues to demonstrate customer and consumer demand for fun and relevant products that also deliver on taste, innovation and quality,” said Andrew Howard, MD Beechdean Ice Cream Group. “This is a significant achievement for us, garnering 30% of competitors’ market share and positioning ice cream impulse products outside of traditional grocery spaces. The product itself challenges Magnum and Feasts as an enjoyable, high quality eat and is also competitively priced.”
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