Morrisons is relaunching its own-label ice cream and frozen desserts ranges this week. The revamp involves new products and improvements to the current dessert lines. The new Mor ice cream range has 19 flavours: eleven existing flavours and eight new flavours. There are also 24 different frozen yoghurts, ice lollies and sorbets. Salted Caramel & Crunchy Hazelnut and Peanut Butter are just some of the new flavours on offer. The frozen desserts range includes 20 new product lines. Desserts such as Tarte au Citron and White Chocolate & Passionfruit Cheesecake are also being relaunched by the retailer.
“Purchase in the ice cream category is often driven by new and exciting flavours and products – something we kept front of mind when developing the new lines,” said Morrisons strategic brand manager Charlotte Dewhurst. (9 May) © 2012 ESM: European Supermarket Magazine
