The popular confectionery brand, Barratt, is tripling the number of SKUs in its range of ice cream lollies exclusive to Iceland, with eight new flavours inspired by the likes of Foam Bananas, Cola Bottles, and Nougat, joining the existing four across Iceland stores from April 12th.
The extension of the range follows on from the success of the licensed collaboration, arranged by Barratt’s brand licensing agent The Point. 1888, in summer 2020 that saw more than 1.3 million units sold within the first 12 weeks of launch.
Building on the original line-up of Flumps, Black Jack, Fruit Salad, and Dip Dab flavours, this year’s range will include Foam Banana, Wham, Cola Bottle. Milk Bottle, Strawberry Milkshake, Nougat, Anglo Bubbly, and Sherbert Fountain. The range is designed to recreate the feeling of eating a classic sweet, with many of the ice lollies offering a fun nod to the original sweets.
In developing the range, Barrat has kept the calorie-conscious in mind, with the Flump lolly consisting of only 55kcal per lolly.
The extended range is expected to fly off shelves and will be well supported with TV and press advertising, a Barratt Branded Freezer unit and store window POS.
Russell Tanner, marketing and category director, commented on Iceland’s investment in the wider range: “After our ice cream range sold six times faster than expected in 2020, investing in additional products was a no-brainer. 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 said: “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, The Point.1888’s commercial director, commented: “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.”