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Premier Foods, a player in the UK food production sector, has launched a new product line under its Angel Delight brand, introducing Soft Serve Ice Cream Twists.

Available in two flavours – Strawberry & Vanilla and Butterscotch & Chocolate – the new offerings aim to revitalise the frozen dessert category and meet consumer demand for indulgent, familiar treats.

Soft Serve Ice Cream Twists are now available in selected Morrisons stores. Retailers are expected to benefit from the new product, which is designed to attract shoppers seeking convenient, on-the-go dessert options.

The new product line builds on Angel Delight's existing portfolio, which includes soft serve tubs and chocolate-coated ice cream sticks.

By reimagining its dessert's well-known fluffy, mallowy texture in a soft serve format, Angel Delight aims to differentiate itself in a competitive market. The flavours are intended to evoke nostalgia while providing a unique twist that appeals to both existing fans and new customers.

Daniel Jalalpour, brand director at Angel Delight, highlighted the importance of fun and familiarity in consumer preferences. “We’ve taken the signature light and airy texture Angel Delight is known for and reimagined it in a frozen format that’s unlike anything else in the freezer aisle,” he stated.

This innovation aligns with broader trends in the food and beverage industry, where brands are increasingly focusing on comfort foods that also offer indulgence.

The launch comes at a time when the frozen dessert market is experiencing a resurgence, driven by consumer interest in nostalgic and comforting products. As shoppers increasingly seek indulgent options, the introduction of Soft Serve Ice Cream Twists is positioned to capitalise on this trend.

The suggested retail price of £2.50 (or two for £4) aims to make the product accessible while appealing to budget-conscious consumers.

The product's packaging and presentation are designed to enhance the consumer experience. With its focus on convenience, Soft Serve Ice Cream Twists are likely to attract a diverse customer base, including families and younger consumers looking for quick, enjoyable treats.

Retailers can expect the new product to drive traffic to the frozen aisle, particularly during the summer months when demand for ice cream typically peaks. The introduction of such innovative products can also help retailers differentiate themselves in a crowded market, offering unique options that resonate with consumer preferences.