US frozen novelty foods company Silhouette Brands has announced it has successfully launched its Skinny Cow low-fat ice cream brand in the UK, through a licensing agreement with UK ice cream maker Richmond Ice Cream.

The products were launched exclusively in UK supermarket chain Asda, a unit of US retail giant Wal-Mart, in January 2004 for a nine-month period. A nationwide rollout of Skinny Cow products is scheduled to begin October 2004. 

In the two months since their introduction into Asda, sales of Skinny Cow products have significantly exceeded expectations of both Asda and Richmond and have outsold other leading brands such as Magnum light and Slim Fast, the companies said.

Kate Needham, marketing director of Richmond Ice Cream, said the agreement with Silhouette provide Richmond with an opportunity to develop the healthy ice cream category in the UK.

In October 2003, Silhouette Brands signed a licensing agreement with Richmond, enabling Richmond to manufacture and market a range of frozen novelty products under the Skinny Cow brand.