General Mills is entering the hand-held ice cream category in the UK with the launch of Häagen-Dazs stick bars.
The bars will be available in the convenience channel in single bar packs this month with an RRP of GBP2.29 (US$3.19). The line will feature three flavours: salted caramel, vanilla caramel almond and white almond.
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Arjoon Bose, marketing manager for the UK and Northern Europe, said that the new range “raises the bar” when it comes to on-the-go ice cream.
“Our R&D teams have ensured this breakthrough innovation meets demanding UK shopper needs, giving consumers a luxury stickbar that offers more than just a chocolate hit on the outside. Our new game-changing technology allows us to capture the much-loved Häagen-Dazs ice cream flavour and texture that shoppers seek inside our stickbar, enveloped in a coating of our rich signature Belgian chocolate,” Bose said.
Bose insisted that General Mills is offering “a unique point of difference”.
Häagen-Dazs’ stick bars were launched in France last year. The business is already worth EUR10.4m (US$11.5m), General Mills revealed.
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