Kelly’s of Cornwall has launched two new ice cream flavors – Chocolate with a hint of Cornish sea Salt, and Clotted Cream & British Raspberry Ripple – to coincide with the Froneri brand’s first refresh in five years. The use of Cornish clotted cream is a key differentiator within the UK take home ice cream market.
Everyday premium tubs such as the 950ml containers offered by Bodmin-based Kelly’s play a key role within the category, as Kantar Usage Data figures show that “older couple adult dinner” is the largest ice cream occasion (27%) in Britain. Large tubs are scooped from during almost half of these occasions, demonstrating solid consumer demand.
Retailing for £3 each, Kelly’s two new flavors are now being rolled out in supermarkets and convenience stores nationwide.
The brand refresh clearly communicates Kelly’s quality and taste credentials on and off pack. Not only is its ice cream made in Cornwall using whole milk and clotted cream from West Country dairy herds being emphasized, but so is its heritage of over 90 years and employment of traditional production methods.
The updated flavor banners on pack enunciate greater flavor differentiation on shelf, and product descriptions on the back of the container are now much more evocative and engaging. All this makes it easier for consumers to identify the brand in the ice cream aisle.
The new cream colored tubs look more contemporary and give the SKUs greater standout on shelf, while the transparent lid has been retained with a visual of the product added to the front of the tub.
Brunhilde van Antwerp, Froneri’s head of marketing in the UK, commented: “Kelly’s, a truly trusted brand that has stood the test of time since 1930, offers consumers something that other brands do not. Its use of the tub format provides versatility, with the ice cream fitting in perfectly with a range of family occasions. And consumers can enjoy it on its own either in a bowl, on a cone or as an accompaniment to a dessert.”
