UK: Unilever "resurrects" Wall's Dracula lolly
Unilever brings back 1980s Dracula lolly
Unilever is reintroducing the Dracula lolly under its Wall's ice cream brand in the UK.
The company said the move is the result of "huge consumer demand". Unilever believes the relaunch of the 1980s treat will strengthen the Wall's kids range, which is worth over GBP41m (US$48.8m).
"Retro continues to be a huge trend and our Dracula lolly has an instant connection with parents who remember it from their childhood. Mums are looking for fun products to share with their kids and with its red jelly centre that changes the colour of your tongue, Dracula is a must stock, especially for Halloween," Florence Howell, brand manager for Wall's kids, said.
Packaged food manufacturers have dipped into their portfolios of former products regularly in recent years, notably since the downturn. Cadbury, for example, relaunched Wispa in 2007. A year later, Birds Eye brought back its Arctic Roll dessert.
- Unilever resurrects Dracula lolly-
Wall's, the leading ice cream brand from Unilever UK is bringing back its much-loved Dracula lolly as a result of huge consumer demand. Available to retailers for the In Home channel, it taps into the current trend for retro products.
As a family favourite, the iconic ice cream looks to strengthen the current Wall's Kids range, worth over £41 million and growing at a rate of 3% YOY. With its cola coating, blood-red strawberry jelly and vanilla ice cream centre, Wall's Dracula will drive sales for retailers in time for the Halloween promotional period as well as into the winter season.
Florence Howell, Brand Manager for Wall's Kids at Unilever UK says: "Retro continues to be a huge trend and our Dracula lolly has an instant connection with parents who remember it from their childhood. Mums are looking for fun products to share with their kids and with its red jelly centre that changes the colour of your tongue, Dracula is a must stock, especially for Halloween."
The spooky new packaging brings the brand up-to-date and includes Dracula and the Wall's Kids Lion, Max. Wall's Dracula RRP* is £1.99 per multipack of six and are available in cases of six.
Original source: Unilever
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