BREYERS® DELIGHTS SET TO BOOST THE UK’S ICE CREAM CATEGORY

Breyers®, the number one premium ice cream brand in the USA[2], 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[3].

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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[4].

 

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.

 

[2] 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

[3] Euromonitor 2016 Food & Beverages – Non alcohol beverages and processed foods

[4] contains 45-60%* less sugar per 100g than similar ice cream products (Market comparison, Nielsen MAT w/e 30.9.17, UK Total Coverage)

Author: kimbarnard

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