Birds Eye has announced that Artic Roll is back from this month.
The company aims to introduce a new generation to the popular retro dessert. It will be available in Raspberry Ripple and Triple Chocolate flavours and will be backed by a pound;3m multi-media campaign.
Chester Robinson, head of trade marketing at Birds Eye, said: “Artic Roll is a real classic and we are genuinely excited about the re-launch. Extensive consumer research has revealed that Artic Roll achieved glowing purchase intent figures, 45% higher than industry benchmarks. During the 80s the dessert was so popular that over 25 miles of Artic Roll were sold per month. We are positive we can reignite this popularity among the new generations, particularly focusing on our primary target audience of Mums aged between 28-44 years old with a low cost, tasty treat for the family.”
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