Tag Archives: Barratt

Barratt expands its Iceland ice cream range

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The popular sweet brand Barratt, owned by Valeo Confectionery, is adding a new selection of classic sweet flavours to its ice cream range, exclusive to Iceland. The range will be available instore from Monday 4 April.

Following on from the existing range of nostalgic sweet shop favourites, the new flavours arrive straight from the Pick n’ Mix aisle and include Dolly Mix, Cherry Cola Bottle, Giant Strawberries, Wham Rocket, Milk Teeth, Refreshers, and 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 8 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, with more to come. The success has also helped to showcase the brand and attract further licensees.

Bethan Garton, CCO at licensing agency The Point.1888, which represents the Barratt brand, says: “We’re absolutely thrilled to announce a further 8 SKUs to the Iceland’s Barratt range. 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 Barratt by working collaboratively to deliver truly innovative product.”

Andrew Staniland, Trading Director at Iceland, adds: “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.”

Iceland extends its range of Barratt confectionery ice lollies to include Foam Bananas, Cola Bottle, and Milk Bottle flavours

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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.”

Barratt and Icefresh retro ice cream launch brings joy to a locked down nation

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A licensing partnership between confectionery brand Barratt and Icefresh has surpassed sales expectations during lockdown, thanks to the launch of an ice cream range targeted at retro sweet fans.

The range of four ice lollies and an ice cream tub was made available exclusively at Iceland this summer, with ice cream versions of childhood favourites Fruit Salad, Dip Dab, Flump, Black Jack and Wham.

The partnership was brokered by brand licensing specialist, The Point.1888, which is now seeking new partners for the Barratt brand following the increased awareness that has been generated through the collaboration.

The fun-filled range entered all of Iceland’s more than 1000 stores nationwide from April 20th, a month into the UK’s lockdown experience. Once on sale the range repeatedly sold out, with more than 1.3m units sold in the first 12 weeks, despite the strict social distancing measures and without a significant launch investment.

Valeo Foods, owner of the Barratt brand, has stated its belief that the success was linked to ‘a strong national affection for a familiar British brand we have all grown up with’ and the fun and escapism it brings to consumers.

Russell Tanner, marketing and category director at Valeo Foods, said: “During a challenging time for the nation, the supermarket shop became the only time many people left their homes.

“The Barratt ice cream range became a sell-out success not just because of the fantastic lockdown weather, but because shoppers were seeking small and cost-effective ways to bring fun into their lives at a time when that wasn’t easy to come by.

“Although this was a brand-new product in freezers, buyers trusted the Barratt brand for a taste sensation that would help to infuse their lockdown summer with joy. As a result we’re thrilled to be emerging from a challenging trading period with an army of new and reinvigorated brand fans.”

Sarah Crimes, head of marketing at The Point.1888, added: “Against the backdrop of Covid, to reach this type of result is amazing and is a testament to the strength of the Barratt brand. As experts at bringing licensing partners together, we’re thrilled at a job well done and are now ready to take advantage of the increased interest in Barratt from retailers to explore more collaborations in the near future.”

Icefresh was responsible for translating Barratt’s range into the ice cream experience.

Lucy Wright, brand manager, said: “As we developed this new range we knew that sweet-lovers would be unforgiving of anything that didn’t truly recreate that joyful feeling of enjoying a sweetie in the playground. We kept coming back to the original sweets and refining the recipe until we were confident that we had a product that was completely true to the Barratt brand – for example, the Dip Dab ice lolly even comes with sherbet for dipping.

“Thanks to the strength of the Barratt fan base and the quality of the ice creams, this has been our highest performing licensed ice cream launch to date, with more than 1.3 million boxes of ice cream sold in the first 12 weeks.”

An earned media campaign whetted the public’s appetite for the frozen treats. After samples were sent to journalists up and down the country, national coverage rolled in with more than 40 mentions secured across titles including The Sun, Daily Express, Metro and You magazine.

Meanwhile a colourful and creative social launch delivered exceptional ROI, with the product seen by 1.3m people and a quarter of a million video views tracked.

Iceland, it turns out, was equally as thrilled with the range performance. Sally Bentley, senior buyer, commented: “We always knew that Barratt and Iceland would be a great fit and as expected, the ice creams flew out of our freezers as fast as they came in. Our store staff were big fans of the range, and were outstanding advocates when it came to promoting the product in store.”

Discussions are ongoing to extend the range in 2021, with more exciting flavours and formats added to maintain consumer interest.

The Point. 1888 brings Barratt’s iconic sweet brands to the frozen aisle

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The Point. 1888 has struck up a sweet new partnership between Barratt and Icefresh Foods to launch a new range of ice creams exclusively for the supermarket chain, Iceland.

The new range will draw on Barratt’s portfolio of iconic confectionery, including Black Jack, Fruit Salad, and Wham, to bring it all to the frozen aisle for the first time in the company’s history. The range will launch exclusively in Iceland stores across the UK from April 20th.

The line-up will be completed with Flump Ice Cream Lollies, and Dip Dab Ice Lollies with a Sachet of Sherbet.

All items in the range – apart from 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.

“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,” said Bethan Garton, commercial director, The Point.1888.

“We’ve worked with Icefresh for years and have enjoyed great success on every program 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.”