Europe’s largest ice cream producer has expanded its Cadbury portfolio with the launch of an ice cream format inspired by the chocolate brand’s Marvellous Creations product line.
According to R&R Ice Cream, Cadbury Dairy Milk Marvellous Ice Creams will be available in “four exciting and unique” sharing tub varieties: jelly popping candy, zingy raspberry chocolate brownie, fairground candy crunch, and salted caramel and sour cherry.
It will be supported by a £1m above-the-line marketing campaign across outdoor and digital advertising, which is expected to reach nearly two million people in London alone and up to 30m digitally.
Charlotte Hambling, head of UK marketing for R&R Ice Cream, claimed that the new products were leading innovation in the ice cream category: “We’re thrilled to announce the addition of Marvellous Ice Creams to our Cadbury portfolio. The four exciting variants include two different flavours of ice cream in every tub, combined with the variety of inclusions as well as a swirl of Cadbury Dairy Milk; this makes it one of the first of its kind in the ice cream sector.
“This is a high quality product that has been designed as a 500ml sharing tub, making it ideal to share with family or friends as a special treat on a night in. Each tub includes a swirl of Cadbury Dairy Milk throughout, as well as being packed full of exciting inclusions such as jellies, brownies and zingers, meaning the range will appeal to the whole family. In particular the addition of popping candy and raspberry jellies is unique to this sector, so we’re really challenging the boundaries of manufacturing for this new range.”
The introduction follows the launch of Cadbury’s funfair-themed Marvellous Creations confectionery line, and will look to capitalise on the growing £160m-a-year super-premium category.
Hambling added: “Marvellous Ice Creams brings new news to the super-premium category and provides a great opportunity for retailers to get shoppers excited about the category and drive sales across the range.”
The four ice creams will be available from major retailers for £3.99 from March.
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