R&R Ice Cream has revealed plans to relaunch its Kelly’s of Cornwall take-home range to make the brand more appealing to younger consumers and reflect its heritage, provenance and Cornish roots.
The freshly updated take-home Parlour range has been designed to replicate the delivery of ice cream within a traditional Cornish scooping parlour. The new look features a clear lid, which will seek to entice consumers to Kelly’s unique scooping finish, ripples of ice cream and generous sauce and inclusions – exactly as they would be through the parlour glass.
The brand’s logo has been redesigned to feature a parlour canopy with cows added to bring a fun element and communicate that Kelly’s ice cream uses only local milk and clotted cream.
The range will also include four new ice cream flavours: berry eton mess, praline caramel, lemon curd tart and chocolate brownie salted caramel – all in 950ml tubs.
They will join the best-selling honeycomb crunch and clotted cream flavours.
Charlotte Hambling, head of UK marketing for R&R Ice Cream, said: “A lot of planning and research has gone into this relaunch in order to bring innovation to the category and deliver a range that will command shelf standout, tap into consumers’ emotions and provide excitement.
“We identified the Cornish Parlour as highly unique and ownable positioning for Kelly’s, which we hope will deliver incremental growth in the category. Feedback received through consumer research has been extremely positive and we believe that this relaunch will be the biggest news in ice cream this year. We’re looking forward to it hitting the shelves in February.”
The new packaging has been inspired by traditional ice cream parlours.
The brand relaunch will be supported by a £2m media campaign, which will see Kelly’s of Cornwall make a return to TV screens with a bold new advert and will also include digital advertising, in-store activation and sampling.
The new range will be available across key retailers from February, with a recommended retail price of £3.99.
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