Family dairy brand Graham’s has launched a collection of six new flavours of its artisan ice cream, and will accompany their launch with completely new branding.
The Scotland-based company will introduce new traditional vanilla, fudge and vanilla, lemon curd, salted caramel, toffee caramel and raspberry ripple varieties. It will first become available in Scottish outlets of Waitrose and Tesco this month, before launching into Sainsbury’s and Asda at the start of summer. The 500ml tubs have a recommended retail price (RRP) of £3.00, while 100ml and Napoli formats have also been developed the foodservice industry.
Its introduction will be supported by “a six-figure” television advertising campaign and bolstered by a completely new pack design. The new packaging features photographs of the Graham’s family, which reinforce its image as an independently owned business.
“The distinctive, bright and colourful packaging clearly reflects the flavour variety with additional photography of the main ingredient such as fresh raspberries on the raspberry ripple pot,” Graham’s added.
Graham’s marketing director Carol Graham said: “People’s first taste of ice cream was probably experienced on a family holiday or round the kitchen table after a family meal. We wanted to evoke those special memories with classic flavours such as lemon curd and through our packaging, which has a distinctly nostalgic look and feel to it.
“Ice cream is no longer seen as just a summer dessert or a special treat, as customers now enjoy eating it straight from the tub in front of the TV or a good movie all year round.
“We aim to make great tasting products in Scotland, essentially products we can enjoy at home and those our loyal customers have come to love and demand. Our new ice cream collection is a natural extension to the Graham’s The Family Dairy range and we hope it will prove popular with all ages.”
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