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The Point.1888 teams with Iceland for exclusive Barratt launch

New range of ice creams and lollies for retro confectionery brand launches exclusively in Iceland stores from April 20.

Retro confectionery brand, Barratt is launching a range of new ice creams and lollies with Iceland later this month.

Icefresh Foods and brand licensing agency, The Point.1888 have been instrumental on the new product range, working together to see some of the most iconic Barratt brands in never seen before frozen form.

The range will be available exclusively in all Iceland stores nationwide from the week beginning April 20.

It will include Black Jack Ice Cream Lollies, Fruit Salad Ice Cream Lollies, Flump Ice Cream Lollie, Wham Ice Cream Tun and Dib Dab Ice Lollies with a sachet of sherbert.

All items in the range – except for the Wham share size tub – will be sold as multipacks of four or six and the Dip Dab range will include a sachet of sherbet for dipping.

The new launch is also being supported with a marketing campaign coordinated by The Point.1888 including PR, consumer activity, competitions and digital marketing.

“We always knew that the Barratt brands would be hugely popular among manufacturers and retailers alike but this partnership between Barratt, Icefresh Foods and Iceland is a match made in heaven,” enthused Bethan Garton, commercial director at The Point.1888. “We’ve worked with Icefresh for years and have enjoyed great success on every programme but the work its team has put into the product development and flavour profile matching for Barratt has been like nothing else we have seen before.

“It’s also throwing its full support behind the brand with the product launch and we’re so excited that the range is now ready for the nation to enjoy.”

Russell Tanner, category and marketing director for Barratt, added: “We want to be seen in multiple touch points in stores, and this new venture into frozen desserts will mean we do just that – taking on a presence in the frozen aisles.

“The goal of the licensing programme is to introduce new consumers to the brand and remind existing fans of their nostalgic favourites. We’re really pushing the boundaries with creating ice creams that taste just like the sweets and are just as fun to eat.”

Lucy Wright, brand manager at Icefresh, is looking forward to getting consumer feedback and extending the range in the near future. Lucy commented: “We have loved working with Barratt, creating and delivering true innovation within our category. The NPD behind the Barratt launch has been a really exciting journey for us, with the goal always being to make sure our ice cream range delivers the fun, nostalgic flavours of the brand.”

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