Nestle takes on Haagen Das with ice-cream mini tub range

Nestle is launching a new range of individual serving size ice cream tubs as the latest extensions of its Aero, Smarties, Rolo and Toffee Crisp brands.

The new range, Potz, will be the first mass market confectionery brands to compete with premium mini tub ranges by Green & Blacks and Haagen Das.

Nestle claims the range will be less than three times lower on price than such competitors at £1.29 per Potz.

Launching in September, Potz will be targeted at families and young adults.

A multi million marketing campaign is scheduled to go live at the same time as a joint promotion with DVD home distribution service Love Film.

Love Film will carry money-off vouchers, branded materials on and offline targeting its 4 million customer base aged between 18-44. The above-the-line campaign is being managed by Mad Media.

The range is being launched by UK distributor R&R whose senior marketing manager Charlotte Hambling says the new products will tap into the significiantly higher numbers of target consumers continue to be cautious financially and seek entertainment at home together rather than going out.

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