Nestle's US ice cream unit Dreyer's has expanded its Haagen-Dazs range with the launch of a gelato line.
Dreyer's, which contracts the licence to Haagen-Dazs from brand-owner General Mills said the range will debut with seven "Italian-inspired" flavours: Stracciatella Gelato, Sea Salt Caramel Gelato, Dark Chocolate Chip Gelato, Vanilla Bean Gelato, Cappuccino Gelato, Limoncello Gelato, Black Cherry Amaretto Gelato.
Each flavour will be available in 14 oz. cartons for a suggested retail price of US$4.79. Sea Salt Caramel Gelato and Vanilla Bean Gelato will also be available in 3.6 oz. cups for a suggested retail price of $1.49.
The launch will be supported by a "full mix" of marketing, Nestle said, including TV, POS and online communications.
The US ice cream category is in a state of decline. While it is a highly-competitive sector, US ice cream makers have primarily focused on NPD to gain share, combat structural decline and maintain a value-added focus.
