Nestle’s US ice cream unit Dreyer’s has expanded its Haagen-Dazs range with the launch of a gelato line.
Dreyer’s, which contracts the licence to Haagen-Dazs from brand-owner General Mills said the range will debut with seven “Italian-inspired” flavours: Stracciatella Gelato, Sea Salt Caramel Gelato, Dark Chocolate Chip Gelato, Vanilla Bean Gelato, Cappuccino Gelato, Limoncello Gelato, Black Cherry Amaretto Gelato.
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Each flavour will be available in 14 oz. cartons for a suggested retail price of US$4.79. Sea Salt Caramel Gelato and Vanilla Bean Gelato will also be available in 3.6 oz. cups for a suggested retail price of $1.49.
The launch will be supported by a “full mix” of marketing, Nestle said, including TV, POS and online communications.
The US ice cream category is in a state of decline. While it is a highly-competitive sector, US ice cream makers have primarily focused on NPD to gain share, combat structural decline and maintain a value-added focus.
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