Ferrero UK is moving into the frozen aisle with the launch of a new ice cream range. Backed by a £2m marketing campaign, Ferrero UK is rolling out the taste of its chocolates in an ice cream stick format, with three flavours – Ferrero Rocher Classic, Ferrero Rocher Dark, and Raffaello.
Ferrero noted that the UK ice cream market continues to expand, with chocolate ice cream sticks growth at £26.4m over the summer being 98% incremental to the category. Ice cream is also the largest category within frozen at 23.3% share worth £1.4bn.
The company stated that the move is part of its ambition to become a major player in sweet packaged foods and expand its portfolio into a new category. The ice creams will target younger adults and aim to offer shoppers more variety within the frozen aisle.
Jason Sutherland, UK & Ireland Sales Director at Ferrero, commented: “Ferrero Rocher and Raffaello are well-loved and trusted brands by many, and, as a key player within the confectionery category, we are confident that the newest addition to our portfolio will drive cross category purchase between confectionery and ice cream. It will attract existing Ferrero shoppers to the ice cream aisle as well as recruiting new ones, supporting retailers in strengthening the category.
“As we approach the warmer months, it’s the ideal time for retailers to offer their customers something new and summer remains a pivotal season which accounts for almost half of annual category sales .”
Ferrero ice creams will be available across grocery, convenience, impulse, and e-commerce from this month with an RRP of £2.00 for single sticks and £4.75 for multipacks of 4. The launch will be supported by a £2m campaign, which will be leveraged across multiple touchpoints.
