ONCE an essential part of a trip to the cinema or theatre, ice cream has become a popular addition to the big night in.
According to Noel Clarke, brand building director for ice cream at Unilever: “The luxury ice-cream sub-category has grown dramatically over the last year, both on and off promotion, and is key for home ice cream sales.”
According to market research company IRI, the luxury dessert market is now worth more than £163m, up 7.5% in the last year.
Häagen-Dazs is targeting shoppers with its Secret Sensations range of ice cream flavours: Meringue and Raspberry Fondant, Crème Brûlée and Chocolat Fondant.
The brand has recruited actor Bradley Cooper for its latest ad campaign. Häagen-Dazs is also headline sponsor for The Luna Cinema, an outdoor movie series.
Marketing director Ed Culf said: “Bradley Cooper is the first celebrity to appear in a Häagen-Dazs campaign and is a perfect match for the brand, epitomising class and style.”