General Mills is launching a Häagen-Dazs ice cream product in the UK that has a liquid centre.
Secret Sensations uses a new patented technology that creates a runny sauce surrounded by ice cream, according to the company.
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The range comes in two flavours, Chocolat Fondant and Crème Brûlée, and is available in 100ml tubs as a twin-pack or individual units. The RRP is GBP3.29 (US$5) for the twin-pack and GBP1.89 for the 100ml.
The company launch in January 2012 will be supported by a GBP1.6m marketing campaign.
Ed Culf, marketing director at Häagen-Dazs, said: “Häagen-Dazs Secret Sensations is a huge innovation.
“The range will help ensure Häagen-Dazs is chosen by consumers as an indulgence or dessert for special ‘treat’ moments, in addition to the traditional ice cream consumption occasions.”
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By GlobalDataA spokesperson for General Mills said Secret Sensations in the UK in spring, as well as in some additional European and Asian markets.
