will be reinvigorating the Cadbury Dairy Milk Ice cream stick for 2014.The ice cream stick will include a swirl made with Cadbury Dairy Milk chocolate, adding an extra 25 per cent chocolate content to the product.
The redevelopment represents a move from R&R Ice cream to capitalise on the growing indulgence segment; which last year enjoyed a 12.5 per cent growth.
This is expected to continue to grow in 2014.
The product will also see a packaging redesign this year; refining the indulgent aesthetic of the brand with a luxurious curve-edged box.
These improvements aim to help leverage the strength of the Cadbury Dairy Milk brand, ensuring the Cadbury Dairy Milk stick will continue to perform well in the category.
R&R Ice cream is putting its own stamp on the product following the acquisition of Frederick’s Dairies in 2013, which added the licence for Mondelēz products to its already impressive portfolio of brands which includes Kelly’s of Cornwall and YooMoo.
Paul Feery, head of brand marketing, said:
“The reformulation we have made to the Cadbury Dairy Milk ice cream, combined with the innovation of the packaging design will further enable us to build upon our success in the indulgence sector.
“Increasingly we are finding that when consumers are looking to treat themselves they are looking for something a little more special.
“We want to give consumers something to really get excited about! We are confident that the new product, with its crunchy swirl of milk chocolate, will offer a unique point of difference to other products in the sector such as its chief competitor, Walls Magnum.”
The reformulated Cadbury Dairy Milk stickwill be available in all major supermarkets at an RRP of £2.99.
The launch of the product will be accompanied by a TV ad campaign running throughout April and May, as well as video on demand.
