The best things come in small packages: Häagen-Daz launches 300ml format exclusively for convenience and impulse channels

Häagen-Dazs, the luxury ice cream brand from General Mills, is aiming to support convenience retailers with the introduction of a new range of 300ml Tubs across its best-selling flavours. Following hot on the heels of the brand’s Stick Bars launch, Häagen-Dazs hopes to add value to the overall Ice Cream category by bringing a new format into the market that responds to convenience shopper needs.

Rolling out exclusively to the convenience channel as a £3.50 PMP from this month, the new 300ml range is available in Häagen-Dazs’ top four variants: Vanilla, Strawberry Cheesecake, Cookies & Cream and Salted Caramel. Extensive consumer research reveals that only a quarter of Luxury Ice Cream pints are eaten in one sitting[1], with many shoppers looking for smaller pack sizes. With this insight, Haagen-Dazs has identified a real consumer need and appetite for a luxury tier ice cream format that’s perfect for sharing, yet small enough to pick up on-the-go.

Ben Hale, market strategy and planning manager says: “Our new Häagen-Dazs Tubs are a must stock for convenience retailers as they offer an incremental sales opportunity in the growing premium segment of the market. We also know that price marked packs can be a great tool to support sales especially in the convenience sector. With this in mind, the new 300ml format is perfectly placed to further accelerate the segment’s growth by filling a gap in the current offering and tapping into key occasions, such as the Big Night In and Meal for Tonight.

“Our research shows that 95% of ‘Meal for Tonight’ shoppers aren’t buying any kind of dessert, and only 15% convenience shoppers are visiting the Ice Cream aisle. Convenience and portion size are two important factors for consumers when looking at a new format. Flavour is also key, which is why we are launching the new pack sizes in our top selling variants.”

The launch will be supported with PR, digital and  PoS.

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