Brand of Brothers has partnered with the Hershey Company to launch an exclusive range of ice creams across all of Iceland’s outlets in the UK, Iceland online and The Food Warehouse.
The range will be available in over 1,000 stores nationwide from this month.
This marks the first time that Brand of Brothers has partnered with Hershey’s. The range launch is complementary to MDR Brand Management’s wider partnerships across frozen desserts.
The ice cream product development by the Brand of Brothers team plays homage to the iconic Hershey’s Cookies ‘n’ Creme chocolate bar in creating an indulgent white chocolate coated stick with a creamy, cookie filled ice cream, (available as a 3 x 90ml multipack). Completing the range are Hershey’s Cookies ‘n’ Creme and Hershey’s Strawberry Cookies ‘n’ Creme (each available in a 500ml tub).
“Hershey’s is a fantastic addition to our growing portfolio in ice cream and we are delighted to work closely with them and Iceland for its debut in the UK,” commented Greg Ovenden, product and marketing director at Brand of Brothers. “Both handheld and the premium luxury tubs category have seen growth over the last year and we expect both the sticks and the tubs to be a big hit with Iceland’s customers this summer.”
Daniel Avener, ceo of MDR Brand Management, added: “Ice cream has proven to be a key category for Hershey’s brand extension programme across the world and we’re delighted to support this innovation, across formats and flavours to the UK market for the first time. We’re excited to be working with Brand of Brothers to make this happen.”