Häagen-Dazs, the premium ice cream brand owned by General Mills, is launching a Limited Edition range of ice cream in the UK.

To be sold alongside its existing portfolio, the new seasonal collection aims to take inspiration from traditional desserts, using fresh seasonal fruits and natural ingredients.

Only one Limited Edition flavour will be sold at any one time for a period of six months to reflect seasonal food trends. The first flavour to be launched is Chocolate Cherry Brownie, a combination of rich chocolate ice cream, delicious chocolate brownie pieces and black cherry sauce.

Available from November 2005, the launch will be supported by a £150,000 (US$259,971) consumer press advertising campaign.

“We are hugely excited by the launch of Limited Editions, and are certain that Chocolate Cherry Brownie will prove as popular with consumers as our existing products.  We firmly believe the new Limited Editions will complement our existing range by providing consumers with more Häagen-Dazs flavours to choose from,” said Mark Elderkin, senior marketing manager at Häagen-Dazs.