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Iceland underlines licensing commitment with Barratt range expansion

Iceland is continuing to build its presence in the licensing space – expanding its partnership with The Point.1888 on its exclusive Barratt ice cream range.

A new selection of classic sweet flavours will join the range, with products available in-store from Monday 4 April. The flavours arrive straight from the pick ‘n’ mix aisle and include Dolly Mix, Cherry Cola Bottle, Giant Strawberries, Wham Rocket, Milk Teeth and Refreshers, as well as Mini Poppets ice cream bites in mint and salted caramel flavours.

The new flavours are an expansion of the original range, created in 2020 and follow further growth to the range in 2021, where eight skus were added to the ice cream range including Cola Bottles, Foam Banana, Milk Bottles and Sherbet Fountain.

With over 3.4 million units of ice cream sold in 2021, the Barratt and Iceland range continues to perform, enabling the Barratt brand to expand into new categories including cheesecakes and more to come. The success has also helped to showcase the brand and attract further licensees.

“We’re absolutely thrilled to announce a further eight skus to the Iceland’s Barratt range,” commented Bethan Garton, cco at The Point.1888. “The range has gone from strength to strength over the past two years as consumers demand more products that highlight the iconic and fun flavours of Barratt sweets.

“Iceland have been the perfect partner for the Barratt by working collaboratively to deliver truly innovative product.”

Andrew Staniland, trading director at Iceland, added: “We love to bring people together and create memories over good food, and what better way than sharing a delicious, cool treat with your family in time for April’s forecasted heatwave.”

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