R&R ICE CREAM LAUNCHES NEW NESTLÈ POTZ
R&R Ice Cream is launching a new range of products this September illustrating “genuine innovation” in the ice-cream category.
The Nestlé Potz range will see four of Nestlé’s favourite confectionary brands launching into smaller-serve ice-cream tubs in a bid to provide consumers with affordable, premium frozen treats for the at home market.
The Nestlé Potz range will include four variations of branded 220ml tubs: Aero, Smarties, Rolo and Toffee Crisp.
The tubs will contain smooth vanilla ice cream mixed with sauce and inclusions that hope to deliver their unique brand attributes.
On the back of the poor economic climate, research shows that forty six percent of consumers are now going out less and have more nights in together at home.
From the research outcomes, R&R saw an emerging opportunity for an everyday treat tapping in to the same usage occasion as the fast growing super premium tubs sector.
The Nestlé Mini Potz range hopes to fulfil a:
“unique consumer need for an affordable frozen treat that taps in to families spending more time at home”.
Most competitor products positioned over three times higher on price than Potz, the new range, which retails at a recommended £1.29 per pot.
The size and price point of the product means they create an accessible ‘pick n mix’ experience at the fixture, persuading consumers that the range an cater for the individual taste and preference of every family member.
R&R is partnering with Lovefilm to launch the range, the UK’s largest DVD rental business, delivering films to members’ homes – much like the Blockbuster/Häagen-Dazs relationship.
Including branded collateral, money off vouchers to drive trial, a presence on Lovefilm’s website, banner advertising and a sponsored weekly newsletter, the Lovefilm partnership hopes to bring Nestle Potz to over four million film fans, aged between eighteen and forty four.
Charlotte Hambling, senior marketing manager at R&R, said:
“We’ve designed and launched Nestlé Potz to satisfy a genuine consumer need for an affordable, premium treat. We firmly believe this launch to be an incremental opportunity as it fulfils a gap in the market for what is a growing consumer usage occasion.
Our research gives us real confidence that we’ve developed an innovative range that has wide appeal amongst a family and young adult market.
The overall range proposition of a great mix of much loved brands, affordable price point and individuality of flavour choice perfect for family nights is a winning one. We’re confident there will be high demand for Nestlé Potz and they will become a firm family favourite this autumn.”
Packaging of the product is key to attracting consumers and the bright coloured lids and unique shape of the packaging hope to achieve stand out amongst other products on shelf.
There are four individual colours that represent each different flavour to enhance presentation in-store and make each product easily identifiable for retailers and consumers alike.
The range will also be presented on shelf in branded shelf ready packaging which will provide merchandising solutions for both customers & retailers.
Nestlé Potz have an RRP £1.29 with multibuy offers available such as two for £2 or three for £3 in support of the consumer preference for the ‘pick and mix’ concept.
The new range will be available in stores from September.
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