Bulla Dairy has a license to produce Cadbury brand ice creams
At a time when consumers are refining their tastes and demanding products designed specifically for them, brands are focussed on delivering innovation and creativity across categories to drive sales back down the aisles.
Demonstrating this approach, Bulla Dairy Foods, Australia's oldest owned and operated family diary company, has announced its license to produce a frozen range of Mondelez Australia's hugely successful confectionary line, Cadbury Marvellous Creations.
Recognising an opportunity to work alongside another iconic brand, Mondelez Australia, producers of the world's most renowned chocolate, Cadbury, has awarded the Australian license to Bulla – marking a global first for the frozen category launching Cadbury Marvellous Creations Ice Cream earlier this month.
Bulla's General Manager of Sales, Marketing and Innovation, Nick Hickford said the release of this new frozen range will pay dividends for the category, underpinned by Australia's love of ice cream and the proven success of the confectionary range.
"The launch of this hugely successful confectionary range into the frozen category will enable both companies to demonstrate the innovation and creativity consumers are seeking from packaged foods today," said Mr Hickford.
As New Zealand's ice cream consumption continues to overtake Australia's, Hickford says: "it's a focus for the entire industry to develop products that drive consumers in-store – something that Cadbury Marvellous Creations Ice Cream will encourage".
Launching the Cadbury Marvellous Creations confectionary range in 2012, these kooky creations hit consumers' sweet spots with the product surpassing sales forecasts.
Nicolas Georges of Mondelez Australia believes that launching Cadbury Marvellous Creations Ice Cream will drive loyalty from consumers across both categories.
Nicolas Georges is the Director Premium Chocolate & Dairy, Research & Development, Asia Pacific.
"Cadbury Marvellous Creations confectionary range has been one of our most successful confectionary lines in our history," Mr Georges said.
"By bringing this product to life in a frozen format, we're confident that the melding of two already popular categories will create an opportunity for consumers to purchase, share and enjoy with friends and family in a novel way," Mr Georges said.
The launch of Cadbury Marvellous Creations Ice Cream marks a world first for the frozen category and Bulla, with licensing rights including production, distribution and marketing of the product in Australia.
