Carte D’Or plans Kraft co-brands

Unilever’s Wall’s Carte D’Or brand has signed a licensing deal with Kraft Foods covering confectionery brands Toblerone and Terry’s Chocolate Orange, to launch a range of co-branded ice-cream. It is the first time Carte D’Or, part of the Unilever Frozen Foods & Ice-Cream division, has been involved with another brand.

The range, which is due to be launched in September, is aimed at the “indulgent dessert” market. It is hoped that the products will broaden the appeal of the Carte D’Or brand among both children and adults. The brand has previously focused on female consumers, particularly with recent launches such as Carte D’Or Fruit & Fresh.

It is understood that the launch will receive significant marketing support, in line with that given to the company’s other brands. Unilever Frozen Food & Ice-Cream has focused on Cornetto this summer, with six limited-edition flavours under the Love Potions range. Love Potions has been supported by a &£6.5m television campaign, resurrecting the “Just One Cornetto” theme. It was created by McCann Erickson.

The campaign follows the success of last year’s Magnum Seven Deadly Sins theme, which also include limited-edition flavours and a high-profile TV campaign.

The company has launched a number of new products this year, including Slim-Fast ice-cream and Magnum Intense. It has also relaunched Funny Foot, with a chocolate-dipped big toe.


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