Häagen-Dazs backs its choc portfolio
Published:  19 March, 2010

Häagen-Dazs has launched Chocolate, Pralines & Caramel to bolster its portfolio and cash in on the biggest flavour segment in the luxury ice?cream category.

A £1 million campaign will support Häagen-Dazs’ chocolate portfolio in 2010. This includes Belgium Chocolate and Choc Choc Chip, which has an improved recipe.

“We started luxury ice cream, and are determined to continue to be the category champions,” said Andy Foweather, sales director of General Mills UK.

“Chocolate is the biggest flavour segment within luxury ice cream – up 19.5% year-on-year – and is driving overall category growth.”

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