Unilever develops low-sugar ice-cream for kids

by Nicola Clark, Marketing 10-May-06

Unilever is to launch a range of low-sugar ice creams for children in a bid to grow the struggling ice-cream market in Europe.

The ice creams will contain more fruit and are intended to capitalise on
consumer concerns about healthy eating.

The initiative is the latest in a number of Unilever launches in the
vitality and healthy-living sector, and follows news that it is to

launch Adez - a soya-based fruit drink - in the UK this summer

(Marketing, 19 April).

According to Unilever's first-quarter results for 2006, the combination
of cold weather and a late Easter have caused ice-cream sales to suffer
across Europe.

Unilever will continue to focus its promotional activity on fewer and
bigger initiatives, such as the recent relaunch of Magnum. The company
said it expects to see long-term results for its brand-building
initiatives.

Analysts have criticised the company's sluggish performance, pointing to
rival companies such as Nestle and Danone, which have reported solid
growth.

Unilever is in the process of finding a buyer for its struggling
frozen-food business, which includes the flagship Birds Eye brand. The
group recently expanded the Birds Eye Simply Fish range to include
products such as Wild Pacific Salmon Fillets and Scampi Tails.