23rd International exhibition of raw materials, ingredients and mixtures
18 - 20 February 2020 • Russia • Moscow • Crocus Expo IEC, pav.1, hall 1

AUCHAN launched a new line of ice cream

News
AUCHAN launched a line of ice cream in the framework of the new umbrella brand "Krasnaya Ptitsa". For this, relying on previously conducted research and market trends, an assortment line was developed and a bright STM packaging design was created. The product started with record sales and stood on a par with Russian and international competitors.

The ice cream market is saturated and highly competitive, it presents a lot of strong players. Significant growth in the category in recent years is not observed. In order to successfully launch a new product on such a market, it was necessary to develop a line that could stand out not only due to product properties, but also due to a conceptual approach to branding.

Preliminary studies carried out for this purpose showed that players mainly compete in the search and offer of interesting tastes and unique combinations.

The main market trends include:

  • ice cream with functional benefits (protein, low-calorie, fortified and so on);
  • ice cream with natural toppings in the form of slices of berries, fruits, nuts, cookies and even bread;
  • ice cream with unusual flavors and combinations; dessert tastes, tastes of drinks; bright types of multi-colored glaze and coatings for ice cream (black, red, turquoise).

The AUCHAN network team also conducted a consumer study, which revealed that ice cream is a category of emotional consumption. Getting pleasant emotions is the main motive. Based on the data, AUCHAN decided to create a line of ice cream with bright flavors and support a conceptual design that forms a positive mood.

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According to AUCHAN already in the first half of 2019, sales in four positions of the new line amounted to about 26 million rubles. The turnover of STM in the ice cream segment “horns” increased by 68%, and the share of STM - by 3%, and amounted to 15% of the total turnover of the segment “horns”.

The ice cream line became the winner of a prestigious award in the field of its own brands: Private Label Awards (BY IPLS) 2019.

Source: sostav.ru

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