Magazine article Marketing

Unilever Hikes Support for Ice-Cream Products

Magazine article Marketing

Unilever Hikes Support for Ice-Cream Products

Article excerpt

Unilever is planning to introduce the Bubbleball Cone, a layered ice-cream bar on an edible chewing gum stick, on the back of a major investment in product and branding initiatives for its ice-cream products announced last week.

Unilever has earmarked an additional 20% of marketing investment in its global ice cream portfolio over the next three years.

Bubbleball Cone, currently only available in Eastern Europe, consists of diagonally striped vanilla and strawberry ice cream. No firm date has been fixed for its UK launch, but Unilever is looking to make it available by the end of the year.

Unilever is also revamping its heart-shaped brand logo, which trades as Wall's in the UK, and the repackaging of millions of Wall's products.

It has removed the shading inside the heart to give the logo a cleaner look as it looks to bolster its 17% share of the global ice-cream market and open the gap on second-placed Nestle.

Wall's has also announced the launch of Carte D'Or Fruit & Fresh, a mixture of yoghurt and dairy ice cream that comes in a square tub, as well as a foray into savoury flavours including parmesan and curry ice cream. …

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