US retailer Wal-Mart has launched a promotional drive on ice cream in a bid to increase its appeal to “Wal-Mart Moms” this summer.

The company said that it is offering ice cream at an “unbeatable price” all summer and has launched a range of recipes on its website that can be created for US$0.99 or less per serving.

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Some 2,000 Wal-Mart stores will also hold a tasting day this Saturday (22 May).

“Ice cream brings families together, so we’re excited to help moms scoop up savings this summer with Rollbacks on favourite sundae staples,” said Tyler Lehr, senior director for Wal-Mart’s frozen foods.

The move comes as Wal-Mart looks to improve its price perception in the face of struggling US sales.

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