Magazine article Marketing

Ice-Creams Struggle to Find Shelf Space

Magazine article Marketing

Ice-Creams Struggle to Find Shelf Space

Article excerpt

Clarke Foods, the US ice-cream company which owns Lyons Maid, has failed to get a single supermarket listing for its upmarket Clarke's range this summer -- despite shelling out 2m [pounds] on advertising.

Meanwhile rival New England, attempting to push its new "superpremium" brand Ultimate to multiples with the promise of advertising support, has so far failed to produce a campaign. The ice-cream advertising season began in June.

TV ads for Clarke's broke through Doner & Co two months ago. But the brand -- which is pitching itself against the likes of Haagen-Dazs -- is still not stocked by any major multiple, which would give it mass, high-profile distribution.

"In a perfect would we would have wanted listings before we advertised," admits David Clarke, manager of the Clarke's brand and one of several sons of chairman Henry D Clarke Jnr working in the family business.

But the launch of the premium Clarke's range was delayed by the integration of the Lyons Maid business, bought last September, he says. …

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