The real scoop

The summer weather has so far lent itself to prosperous ice cream sales. Whether the excellent weather continues or not, ice cream is seen as an affordable treat and with so many exciting new products and formats being launched, there is sure to be strong activity in the ice cream category this year

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Brand Central

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22 June 2020 | 0

AT A GLANCE: Ice Cream

  • Froneri is launching the new Cadbury Freddo Sandwich
  • Oreo Stick Sandwich from Froneri features vanilla cookie ice cream sandwiched between two Oreo cookies coated in Cadbury chocolate 
  • Moo’d is a 100% quality Irish product using dairy milk and cream from over 2,100 farms across the country
  • Moo’d Irish ice cream has won a Blás na hEireann Award and two Great Taste Awards
  • The new selection of gourmet Irish ice cream from Mullins includes two dessert-inspired flavours, Mullin’s Sticky Toffee Pudding and Mallowy Chocolate Chunks
  • M&Ms Ice Creams are now available in two flavours – Chocolate Splits and Peanut Splits

According to a recent survey, 43% of Irish consumers agreed they would pay more for ice cream made with locally sourced milk*. With this in mind, there is a definite shift towards homemade and locally sourced products in the ice cream category. 

The other area to watch is children’s treat size ice creams which appeal massively to the ‘mum audience’ according to Shane Guest, country manager of Froneri Ireland, which is launching the Cadbury Freddo Sandwich. Low calorie options including frozen yoghurts are also feeling the love of the Irish audience this year.

*(Source: Mullin’s Ice cream)

Sales hopping up

Freddo is the first sandwich in the Cadbury ice cream portfolio

Family favourite Freddo is hopping off the ice cream aisle as Froneri launches the new Cadbury Freddo Sandwich. Made from Cadbury chocolate ice cream sandwiched between two Freddo-faced cocoa biscuits, this treat is perfect for those shared family moments and what’s more, each sandwich is under 100kcals.

The launch capitalises on a much-loved family favourite while marking the first sandwich in the Cadbury ice cream portfolio. Ideal for celebrating everyday moments as a family, the Freddo Sandwich provides a tasty treat that kids will love. With four different faces to find, they’re fun for everyone.

Shane Guest, country manager, Froneri Ireland comments: “The Freddo Sandwich is the perfect treat for little ones. We’re really seeing an increase in ice cream as an everyday treat being driven by simple formats, size and ease of consumption in addition to price which is why we’re excited to reveal this latest offering which appeals to our mum audience so effectively.”

Sandwich satisfaction

The Oreo Stick Sandwich features vanilla cookie ice cream sandwiched between two Oreo cookies coated in Cadbury chocolate

Think of Oreo, the coolest brand in ice cream, in its sandwich format which is already a best-seller. It doesn’t get much better, right? Wrong! Froneri has combined Oreo with much-loved Cadbury to create the Oreo Stick Sandwich which features vanilla cookie ice cream sandwiched between two Oreo cookies which are then coated in Cadbury chocolate and placed on a handy stick. 

It’s as playful as Oreo and as indulgent as Cadbury creating a winning combination, not only given that indulgent sticks are the biggest sector within the category, but the Oreo Stick Sandwich introduces a new level of innovation into the market with its unique concept. And, at only 185kcal per stick, it’s set to get hearts racing across Ireland.

“With the Oreo ice cream sandwich being such a hit, we wanted to see what else we could do to excite Oreo fans,” says. Shane Guest, country manager, Froneri Ireland. 

“The new Oreo Stick Sandwich is a sector-changing launch which appeals to a wide target audience given the combination of brand recognition, indulgent taste combinations and ease of enjoyment.”

Uplift your Moo’d

Moo’d has been serving whirlies, cones, soft-serves, milkshakes and sundaes in Centra and SuperValu stores across the country since 2016 and is now in over 230 stores nationwide

Moo’d Irish ice-cream comes from the green hills of Cavan – handcrafted by a group of Irish experts and enthusiasts (and cows, don’t forget the cows). A 100% quality Irish product using dairy milk and cream from over 2,100 farms across the country, the brand has been serving happiness aka whirlies, cones, soft-serves, milkshakes and sundaes in Centra and SuperValu stores across the country since 2016 and is now in over 230 stores nationwide.

Moo’d is all about natural ingredients and simplicity, that’s why they steer clear of vegetable oils that could take from the creaminess of the dairy. It’s this creaminess and superior quality that has earned Moo’d Irish ice-cream a Blás na hEireann Award and two Great Taste Awards.

The team behind Moo’d says: “Whether you have the Monday blues or you’re riding high on that Friday feeling, we’ll do our best to uplift your mood to that next level. Give us a whirl.” 

You can also chill at home with the Moo’d range of take-home tubs available in their most popular flavours; Madagascan Vanilla, Mint Chocolate Chip, Cookies and Cream Gelato as well as Salted Caramel and Chocolate Brownie. 

Serving up gourmet favourites

Award-winning Irish ice cream brand Mullin’s is set to whip up excitement at the freezer with its gourmet ‘Ireland’s Favourites’ range. Launching later this month, the exclusive range offers the ultimate luxury ice cream experience to Irish consumers.

Made with Mullin’s signature ice cream, expertly crafted for over 60 years, only ever using locally sourced milk and cream, fresh from Irish farms. 

The new selection of gourmet Irish ice cream includes two dessert-inspired flavours, Mullin’s Sticky Toffee Pudding and Mallowy Chocolate Chunks. Available in 500ml tubs, the premium has been designed to enhance and communicate the decadent nature of the product and achieve standout freezer presence.

With over 400 scooping sites in Ireland and the addition of 100 new parlours in 2019, Mullin’s success is credited to its continued commitment to make truly exceptional, Irish ice cream. Using care and craftsmanship to blend the finest ingredients with innovation, makes it one of the most loved local ice cream brands in the country. 

Supporting local is still of high importance to shoppers, who are typically willing to pay more for Irish-sourced dairy that support Irish farmers. 43% of Irish consumers agreed they would pay more for ice cream made with locally sourced milk. With its farm-to-scoop credentials, Mullin’s is perfectly positioned to capture this market for retailers and maximise their sales.

Smooch safely in a pandemic 

Smooch is still serving communities across Ireland, and with the demand for the brand growing continually, the in-store queues that a Smooch Parlour typically generates were its primary concern during the pandemic. Ice cream is one of the most frequent consumer purchases in the forecourt retail environment, making it a priority for Smooch to develop new ways for retailers to stay open.

“After queuing for the last 40 minutes, I’m definitely rewarding myself with an ice-cream.” That’s what one customer of Lynam’s Fine Foods remarked to retailer Paul Lynam: an apt reflection of the high demand for ice cream at present.  

Here’s some of what Smooch introduced to adapt to the challenges of the Covid-19 pandemic:

Smooch has developed a number of measures to adapt during the Covid-19 crisis to ensure safety of customers and staff is paramount

  • Smooch take-home order forms

Smooch developed new take-home menus to combat in-store queuing and encourage an online ordering system. Made to allow customers to order from the comfort of their own home, this allowed retailers to maintain a safe two metre distance between customers at all times, keep their store queue-free and keep their sales up. With fun and creativity both core aspects of the Smooch brand, the company incorporated a quirky format to make this process as exciting as possible for children and adults alike.

  • Smooch Parlour safety screens

The introduction of screens has helped encourage a contactless sales environment for Smooch’s customers. Working closely with retailers, Smooch listened to feedback and has refined this offering to allow for a quick and efficient, click-fit PPE screen protection that can be simply fitted in minutes by you.

  • Offsite store monitoring

Smooch’s remote 4D dial-in system meant social distancing was not an issue for its team. With remote access to its retailer’s ice-cream machines at any time, from anywhere, Smooch remained in control whilst you stayed supported. Managed solutions has always been Dairyglen’s key focus, making the process of adapting to life during a pandemic that much easier. With over 30 years of experience in this industry, challenging the status-quo is deep-rooted in the company’s DNA. 

Innovation has always played a central role in how Dairyglen does business; for 30 years it has paved the way for soft-serve ice-cream in the retail environment. Adapting to this ‘new normal’ meant an immediate focus on operational excellence. With a team of expert technicians and food safety professionals, Dairyglen quickly prioritized effective solutions to allow retailers the opportunity to continue to sell ice cream safely. Ice cream season is approaching and people still need a reason to smile: contact Smooch to start selling ice cream today.

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