Swedish Glace, the free-from ice cream brand from Unilever UK, is set to move under the iconic Wall’s brand to expand its portfolio credentials – rolling out inclusive of the wall’s logo from January 2015.
The move will see the Swedish Glace range, comprising Juicy Raspberry and Smooth Vanilla, carry the recognisable Wall’s branding to add a free-from positioning to the Wall’s range.
Zhelin Chen, assistant brand manager for Swedish Glace at Unilever UK, comments: “We are seeing greater consumer demand for free-from products and as a result, Swedish Glace is currently worth £3.8m, growing by 13.5% in the last year. By becoming part of the iconic Wall’s portfolio we aim to grow the Swedish Glace brand and further tap into the growth of the free-from market which is currently worth £419m, having more than doubled in the past five years.
“As Swedish Glace is a soy-based ice cream, it caters for consumers with gluten and lactose related intolerances, as well as being Kosher certificated and suitable for vegetarians. This provides a unique and quality positioning for retailers and the addition of the iconic Wall’s logo on pack will help to reaffirm its free-from credentials with health-conscious consumers, who are looking for healthier ways to treat themselves.”
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