Unilever ice cream bites into the snacking market
Unilever Ice Cream is tapping into the continued growth of the Snacking market with a range of innovative new products from its number one Ice Cream brand, Magnum. Available to retailers now, Magnum After Dinner, Magnum Mini Pots and Magnum Mini Baileys provide consumers with an array of In Home options during the impending winter nights, for both indulgent mid-week treats as well as something to share with friends and family at weekends.
Since the start of the recession, the total Snacking market has grown by 14% and is now worth £5 billion. In addition, recent consumer behavioural research demonstrates that Snacking is a cause for consumption of both Multi Packs and Impulse Ice Cream products , with the Choc Snacks market (led by Magnum with value sales totalling £88.3 million ) enjoying growth of 9.1% in the last year.
Combined with the knowledge that there were 150 million incremental indulgent treating occasions alone in 2011, these factors indicate that Snacking presents a key occasion for strategic growth and increased sales within the Ice Cream category throughout the colder months.
Noel Clarke, Brand Building Director for Ice Cream at Unilever UK & Ireland, says: “The trend for snacking and sharing has come from the Confectionary category, which has increased its presence at the Snacking occasion through launching appropriate formats such as sharing bags and mini snacking formats of small, portion controlled treats.
We believe this snacking trend and the relevant formats can be replicated within Ice Cream to ensure it is the snack or sweet treat of choice and present a real sales opportunity for retailers. Switching consumers to mini formats provides a trade-up on price, so we should also see it drive category value.
“Unilever operates on the understanding that ice cream holds year round appeal. Combined with the right marketing investment and NPD, In Home winter occasions such as film nights and settling in front of the TV with friends or family, present untapped, relevant seasonal opportunities and consumption occasions that we can step into for Ice Cream to revive interest outside of the core ice cream season and maintain sales during wintertime.”
Caterina Di Felice, Brand Manager for Magnum at Unilever UK and Ireland goes on to say: “Our new ‘treat’ formats from Magnum After Dinner, Magnum Mini Baileys and Magnum Mini Pots provide a quick, convenient and tasty product from a brand consumers love, but in a smaller, portion-controlled size that is perfect for snacking.
The Magnum After Dinner is the first product from Magnum specifically designed for sharing occasions and provides consumers with an alternative to chocolate sharing bags and biscuits. Retailers can capitalise on the sales opportunity that Snacking offers by stocking lines that appeal directly to consumers looking for a practical and convenient snacking option.”
The new Magnum snacking products are: Magnum After Dinner: Vanilla Ice cream bites covered in Magnum Milk chocolate. Available in boxes of 10 x 35ml pieces with an RRP* of £3.49, Magnum After Dinner delivers the perfect snack for sharing with friends and family during winter nights in.
Magnum Mini Pots: Building on the success of Magnum Pints, Magnum Mini Pots are individual 140ml tubs, with an indulgent ice cream around a core of delicious sauce. Available in the same flavours as Magnum Luxury (Chocolate and Vanilla & Chocolate) as well as a new Chocolate & Raspberry variant, Magnum Mini Pots offer an entry format for consumers to trial with an RRP* of £1.59.
Magnum Mini Baileys: Cracking Magnum white or milk chocolate, covering vanilla ice cream with a swirl of original Baileys. Available in multipacks of 6 pieces, Magnum Mini Baileys brings strong credentials from two brands that consumers will trust and buy into within Ice Cream. Each pack has an RRP*of £3.49
Magnum After Dinner, Magnum Mini Pots and Magnum Mini Baileys are available for retailers to purchase now.
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