Cool customers' premiumisation

11 January, 2008

Ice cream manufacturer R&R has added Thornton s luxury ice -cream sticks to its portfolio.

On shelves from February, the range is available in two flavours - Toffee Temptation and Chocolate Trio.

Senior marketing manager Charlotte Hambling said: "The product quality is outstanding and by responding to a real trend in premiumisation in this category we are adding value back into the individual ice cream sector. "

She added that the strength of the Thorntons brand would help sales.

The sticks cost 2.69 for a box of three .

Both flavours will be supported with in-store marketing

including sampling

and press ads targeting women

aged 35-55.

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