Luxury ice cream maker Haagen-Dazs is to launch what it claims is the UK’s first premium handheld ice cream product.
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The Cream Crisp, which consists of ice cream sandwiched between two wafers, will be positioned as an ‘in-home’ product, rather than competing with ice creams on sticks or ice cream cones, reported Marketing.
The company plans to back the launch with a £2m (US$3.6m) marketing campaign, which will include sponsorship of the London Fashion Week-End, from 23-26 September.
The Cream Crisp brand, which will be sold in vanilla and caramel flavours, will primarily be available in upscale grocers such as Harrods and Harvey Nichols.
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By GlobalData
