Häagen-Dazs ice cream bar debuts in France
In the biggest product launch in a decade, Häagen-Dazs has completely revamped its existing ice cream stick bar.
“We have reworked all features of the stick bar so it is extremely appealing and brings real innovation to the category,” says Elodie Rebeix, project leader for Häagen-Dazs. “It has a creamier, softer texture and improved chocolate quality.”
Previously, Elodie says, the team was limited in terms of the size and the amount of pieces they could have in the ice cream. The new bar now delivers an experience that is similar to the Häagen-Dazs pint and mini-cup products that emphasize taste and texture. As the team says, there is ‘a real surprise in every bite.’
With a redesigned package and an entirely new system designed to create dense, creamy ice cream on a stick – including generous pieces – Häagen-Dazs is introducing it this month in France. The new product replaces an existing Häagen-Dazs stick bar that has been around since the 1990s and available primarily in Greater China.
In France, the new stick bar comes in five flavors. Three are among the brand’s top sellers in its pint category – Macadamia Nut Brittle, Salted Caramel, and Pralines & Cream. The other two are Vanilla Caramel Almond and Chocolate Choc Almond.
Throughout the two-year development of the new stick bars, getting consumer feedback on prototypes as early as possible was a big part of the process.
The ice cream stick bar is made at the Häagen-Dazs global plant in France. Most of the ingredients – primarily the milk to make the ice cream – come from France. The chocolate is from Belgium and the vanilla is from Madagascar.
The bars will be available in retail stores, Häagen-Dazs shops, convenience stores, theaters and cinema locations. The French launch will be supported by a TV campaign featuring actor Bradley Cooper, who played a starring role in numerous Häagen-Dazs advertisements in 2013.
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