Lower calorie range drives growth for Häagen-Dazs


Luxury ice cream brand Häagen-Dazs said its lower calorie range has been the biggest source of growth in 2019.

Launched in January 2019, the permissibly indulgent 150 Calorie Gelato Collection has reached a staggering £3 million in just 12 months, the brand said.

The range – available in Caramel Swirl and Chocolate Drizzle flavours – also boats one of the highest repeat purchase rates within the wellness category at 29 percent.

“The launch of the 150 Calorie Gelato Collection has been a huge success and helped us to introduce new shoppers to Häagen-Dazs. We are extremely proud of the range and are expecting it to continue to grow,” said Kat Jones, marketing manager, ice cream & snacking at General Mills.

“Now is the perfect time for retailers to stock up and reap the rewards a lower calorie option provides, with people looking for something lighter it can be an easy win.”