Barratt triples number of ice cream skus in Iceland

Eight new ice lollies inspired by sweet shop favourites will join successful collaboration – brokered by The Point.1888 – from 12 April.

Valeo Confectionery brand, Barratt is tripling the number of skus in its popular range of ice cream lollies exclusive to Iceland.

Eight brand new ice lollies – inspired by sweet shop favourites – will join the four existing lollies in Iceland stores on 12 April.

The licensed collaboration – arranged by Barratt’s brand licensing agent The Point.1888 – was a summer hit in 2020, with more than 1.3m units sold in the first 12 weeks, despite strict social distancing measures and without a significant launch investment.

In addition to the Flumps, Black Jack, Fruit Salad and Dip Dab flavoured ice lollies, this year’s product range will also include Foam Banana, Wham, Cola Bottle, Milk Bottle, Strawberry Milkshake, Nougat, Anglo Bubbly and Sherbert Fountain.

The extended range will be well supported with TV and press advertising, a Barratt Branded Freezer unit and store window POS.

“After our ice cream range sold six times faster than expected in 2020, investing in additional products was a no-brainer,” commented Russell Tanner, marketing and category director at Valeo Confectionery. “The Barratt ice cream range is a simple way to bring a little bit of excitement to the supermarket shop, and is aligned perfectly with our fun and fizzy brand experience. Working with Iceland, It was really important to both parties that the new products delivered on quality and experience to satisfy discerning Iceland shoppers and Barratt fans.

“The runaway success has shown us just how well-loved the Barratt brand is and opened up doors for the brand in terms of exploring licensing opportunities across new food categories.”

Sally Bentley, senior buyer at Iceland, added: “We’re thrilled to be extending our range with Barratt and it’s been fantastic to see how the brand has resonated with our customers.”

Bethan Garton, commercial director The Point.1888, continued: “As the success of the launch last summer proved, we struck gold with our ice cream range of Barratt’s best loved brands. With the time and attention invested in the product development and flavour profile matching we’re thrilled the range will once again be hitting the shops, bigger and better than before.”

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