Häagen-Dazs launches new flavour

03 October, 2008

General Mills UK is rolling out a new Häagen-Dazs limited -edition flavour to join its winter range.

Caramel Biscuit & Cream will be available for six months from this month. It contains caramel ice cream, pieces of caramelized Belgian Speculoos biscuits and

a hint of cinnamon.

Sales director Andy Foweather said: "Whil e retailers will experience a significant downturn in trade for impulse hand-held ice cream during the winter months, it remains a key selling period for luxury ice cream. In fact, 44% of Häagen-Dazs brand sales occur in winter."

A £5 million marketing campaign will promote the new arrival including TV advertis ing in November.

This year's Häagen-Dazs winter range will also include the Baileys variety, Cookies & Cream, Pralines & Cream and Belgian Chocolate, which will all available in 50cl tubs.

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