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Asda has expanded its 'Exceptional' private-label dairy portfolio with the launch of a premium Cornish Clotted Cream and Strawberry ice cream. The product aligns with summer seasonal demand and incorporates a flavour profile inspired by traditional British dessert combinations.
The new product arrives as the retail sector observes a continued consumer preference for premium-tier ice cream. By incorporating a flavour profile linked to the summer period, the launch aims to secure engagement during the peak retail season.
Focus on Quality and Provenance
The ice cream is positioned as a premium offering, reflecting a shift in consumer habits toward high-quality, indulgence-led dairy products. Asda has utilised British ingredients for this release, partnering with a family-run, farm-based supplier to produce the range. Key ingredients include:
Fresh British milk
British cream
Cornish clotted cream
High-fruit-content strawberry ripple
The development process involved a focus on texture and mouthfeel. Product developers opted for a high-fruit-content ripple rather than fruit pieces to maintain a smoother consistency, distinguishing the product from other entries in the category.
Seasonal Retail
The launch coincides with the summer season, a critical period for the frozen category. The strawberry and clotted cream flavour profile is positioned to capture interest during the Wimbledon fortnight, a period of increased demand for this specific flavour combination.
By integrating event-linked themes into its product range, Asda aims to drive engagement in the frozen aisle, encouraging shoppers to purchase items suited to seasonal social occasions.
The product is priced at £3.29 for a 500ml tub and is available across Asda’s store estate and online platform.
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