Unilever, the UK’s number one ice cream manufacturer, is set to create huge growth potential for retailers and help drive value into the Impulse Ice Cream category in 2017 with a £7 million media value planned marketing investment, new freezers & POS materials, promotions and an innovative range of new products.
From March 2017, Unilever will be launching a planned £7 million media value ‘Talking Ice Cream’ marketing campaign to promote its brand new Snacking Range that has an RRPi of 80p in a bid to tap into the under £1 on-the-go snacking opportunity.
The new range, which will include Wall’s Solero Strawberry Smoothie, Feast Sandwich and Wall’s Duo will be promoted through experiential and sampling activities as well as OOH, online and social media activity. To help retailers capitalise on the increased awareness, Unilever will also be investing in new and exciting POS materials to attract consumers in store and will be launching Snacking-specific secondary freezers.
In order for retailers to take full advantage of the sales potential ice cream has to offer, Unilever will also be launching a series of season starter promotions, providing new POS kits, cabinet and stock offers. Both retailers with existing ice cream fixtures and those introducing them for the first time to their stores will benefit from significant savings when they purchase Wall’s freezer cabinets and ice cream from wholesalersii.
To ensure Unilever continues to bring innovation to the category, it will also see the launch of NEW Magnum Double Raspberry and NEW Magnum Double Coconut.
Noel Clarke, Vice President of Brand Building for Refreshments & OOH Sales for UK and Ireland at Unilever UK Limited says: “The total Ice Cream market in the UK is worth over £964 million and we know that ice cream is a footfall generator as well as an impulse purchase. Therefore, as a business, we are committed to helping our partners unlock the sales opportunities the category presents. For example, 70% of ice cream purchasers buy other items in store, which is why we are investing significantly in attracting shoppers through OOH communication as well as providing retailers with the right tools in store to help maximise growth potential.
“Our NPD will build on the huge success of last year’s ranges, teamed with new season starter promotions, POS and significant marketing investment – here’s to another sizzling year of sales!”
 70% of Brits know Unilever Ice Cream brands – Millward Brown, Brand Presence Score UK
 70% of branded snacks are sold below £1 – Wall’s qualitative market research
 Nielsen Total UK Value Sales 52we 31.12.16
 IPOS Channel habits and attitude survey 2013/2014
Wall’s Snacking Range
Wall’s will be entering and aiming to compete in the ever-growing under £1 snacking market2 from this March, with a range designed to provide high quality, fun, tasty treats for consumers of all ages.
Solero Strawberry Smoothie is a refreshing strawberry sorbet made with 35% sustainable fruit and comes in at 49 calories per serving – appealing to the more health conscious consumers.
Feast Sandwich features a vanilla ice cream sandwich with a chocolate biscuit, chocolatey coating with nutty pieces.
Wall’s Duo is a tasty ice cream which has been responsibly developed for kids in line with Wall’s’ commitment to nutritioniii.
Featuring a blend of both vanilla and chocolate ice cream encased in a chocolate-flavour coating, Wall’s Duo contains 93 calories.
Solero Strawberry Smoothie, Feast Sandwich and Wall’s Duo will be available as an out of home single, with respective RRPs of £0.80pi.
Magnum will be expanding its popular Magnum Double range with the launch of two new variants – Magnum Double Raspberry and Magnum Double Coconut.
On shelf from January and supported by a £10 million media spend campaign, the new variants have been designed to drive incremental shoppers to the category with trendy and innovative flavours.
Magnum Double Raspberry taps into the huge success of the limited edition Magnum Pink which launched in 2015, but takes the raspberry flavour to a whole new level with an extra fruity hit in every bite. The velvety smooth raspberry ice cream is covered in chocolatey coating, layered in raspberry sauce and wrapped in the iconic cracking Magnum chocolate.
Magnum Double Coconut includes creamy pulp and ties into the growing trend of coconut flavoured products. The new variant features coconut ice cream with chocolatey coating and chocolate sauce, encased in the iconic Magnum chocolate.
Designed for moments of pure decadence and pleasure, the Magnum Double range has been designed for shoppers who dare to say yes to an extra dose of indulgence.
Magnum Double Raspberry and Double Coconut come in a 3 pack RRP of £3.69, and out of home single RRP of £1.90.
Wall’s Kids range
Leading kids ice cream brand Wall’s is launching a refreshing new innovation ahead of the summer – Calippo Combo.
Available from April, Calippo Combo is a delicious new ice cream combining vanilla ice cream and strawberry fruit ice in a combination of textures to appeal to children. With no artificial colours or flavours, this new addition to the Calippo range has been responsibly made for kids, in line with Wall’s commitment to nutritioniii, making it a fun and tasty treat for children.
Wall’s will also be launching a TVC between June and September which is centred around Twister Blackcurrant, which launched last year and has been one of the key drivers for Wall’s Kids’ strong growth in the total Kids ice cream market.
All Wall’s Kids products have been formulated to be less than 110 calories, following the brand’s ‘Responsibly Made For Kids’ promise across all its ice creams.
Wall’s Calippo Combo has an RRPi of £1 (single) and £2.79 (5 multipack).
 Nielsen Total UK Value Sales 52we 31.12.16
 Wall’s Kids is now growing ahead of the total kids ice cream market in both IH (+16% Value MAT growth vs +6% total kids market) and OOH (+3% Wall’s Value MAT vs +1% Total Kids Value MAT) – Nielsen Total UK Value Sales 52we 31.12.16