New ice cream products for gourmets

Consumers have become more price sensitive in ice cream buying as well, and this led to more sales in promotion and a strikingly high market share for PL products. Dr Ildikó Murányi, Nestlé Hungária Kft.’s business development manager told our magazine that the constant marketing support for quality branded products is absolutely necessary, in order to make them able to hold on to their positions.

Kitti Kujáni, junior marketing and trade marketing manager with Unilever Magyarország Kft. says: – The consumption of impulse products shifted towards B-brand ice creams, mainly because of the HUF 69-99 offers of retail chains. Among family-size ice creams branded products are stronger. We learned from Viktor Kelemen, Ledo Kft.’s commercial director that Hungary is the most price sensitive ice cream market in Europe, where manufacturers develop completely new, cheaper B-category ice cream assortments. What about flavours? Chocolate, vanilla and strawberry have been consumers’ favourite for quite a while – in this order. As for packaging units, retail chains established the multipack format and according to Nielsen data they had a 72-percent share in this segment (January-August 2011). Unilever novelties: the Infinity version of Magnum and Raspberry Cheesecake in the Carte d’Or Gerbeaud line, plus Carte d’Or Pistachio will be available nationwide. 450ml Carte d’Or products appeared on the market for those who do not really buy family-size ice cream. Under the Krémkönnyű brand Strawberry Cone and Chocolate Cone multipacks will be put into circulation. Nestlé sells Helló Kitty, Manhattan ice creams and this year their goal is to offer new flavours and to re-launch the Mövenpick line with cone and family-size products. Many will be happy to see the LEO stick ice cream return. Ledo Kft. is going to add two new flavours to the premium Danette 1-litre range and a new 2-litre Ledo product will also be put on the market. A new 900ml line called Ledissimo will also be launched and those who like ice cream delicacies should look for the lavender-rozata-almond-clementine version of Mini Quattro. Last December Ledo introduced a unique Chestnut Roll dessert, which debuted really well.