HAAGEN-DAZS ADDS NEW FLAVOUR TO SECRET SENSATIONS RANGE
Ice cream brand Häagen-Dazs is launching a new flavour, Meringue and Raspberry Fondant, into its Secret Sensations range, increasing the overall offering to three flavours.
Based on Häagen-Dazs’ Number 1 selling flavour, Strawberry Cheesecake, the new Meringue and Raspberry Fondant is a mix of vanilla ice cream with small meringue pieces which complement its indulgent raspberry sauce centre.
The new flavour offers a fruity addition to the existing collection of Chocolate Fondant and Crème Brûlée.
Consumer research has already shown interest for the new Meringue and Raspberry Fondant flavour, with purchase intent at 70% and 44% saying they will definitely buy the product.
The range has already seen huge success from its launch in other markets, including France, where the new flavour has outperformed the existing Crème Brûlée variety.
The existing Secret Sensations range is selling ahead of expectations and is performing well amongst new and lapsed buyers, including 50% of shoppers who have not bought from the ice cream category in the previous 12 weeks.
The current flavours rank second and third for luxury single serve products for both value and volume rate of sales.
Secret Sensations has been developed to capitalise on the ‘indulgent treat’ moments that more consumers are seeking as they opt to stay in rather than eating out during the financial downturn.
Ice cream is currently the third largest category for in-home treats, after chocolate and chilled desserts.
