BREYERS® DELIGHTS SET TO BOOST THE UK’S ICE CREAM CATEGORY
Breyers®, the number one premium ice cream brand in the USA, is launching in the UK with a completely new range of delicious products. Backed by a substantial marketing investment, Breyers® delights is set to provide consumers with an exciting ice cream offering that is designed to tap into the rapidly growing health and wellness trend in the UK.
Available from January 2018, Breyers® delights has been developed in response to changing consumer health and wellbeing needs. The range has a delicious and creamy taste, that you’d expect from an ice cream, all with 350 calories or fewer per tub, while it is high in protein and lower in sugar.
With four tasty flavours: Vanilla, Cookies & Cream, Chocolate and Mint Chip, Breyers® delights will be supported by a huge advertising investment across social, search, instore and OOH advertising, and is set to drive incremental ice cream sales.
Amy Knowles, UK Marketing Manager for Breyers® Ice Cream, says: “We know there is a demand out there from health-conscious consumers who want to limit their calorie intake, whilst also wanting to treat themselves. Breyers® delights is the perfect product for them, and also helps us to reach new consumers who may not have previously bought into the category.”
Breyers® delights is available in tub format with black packaging which allows the colourful motifs for each variant to stand out on-shelf, clearly indicating the exciting and delicious flavours inside. The total calories per portion and the total calories per tub are clearly communicated on the front of the pack along with a stand out flash highlighting ‘high protein’.
Breyers® delights, available from January 2018 at an RRP of £4.99 for 500ml**
**All prices quoted are Recommended Retail Prices. Retailers are free at all times to set their own retail prices.
 Local Nielsen Packaged Ice Cream database for United States. Among Ice Cream, Breyers is the number 1 Branded (i.e. excluding Private Label) Premium Ice Cream, in value for the MAT 23 September 2017
 Euromonitor 2016 Food & Beverages – Non alcohol beverages and processed foods
 contains 45-60%* less sugar per 100g than similar ice cream products (Market comparison, Nielsen MAT w/e 30.9.17, UK Total Coverage)