Brand of Brothers has partnered with the HERSHEY Company to launch an exclusive range of indulgent ice creams across all of Iceland’s doors in the UK, Iceland online and The Food Warehouse. The range will be available in over 1,000 stores nationwide from April 2022 so being perfectly timed for the start of the ice cream season.
This marks the first time Brand of Brothers have partnered with HERSHEY’s who are one of the UK’s fastest growing confectionery brands. This exciting new range launch is complimentary to MDR Brand Management’s wider partnership across frozen desserts. The team has worked with The HERSHEY Company for global licensing opportunities for the last decade.
The ice cream product development by the Brand of Brothers team plays homage to the iconic HERSHEY’s COOKIES ‘N’ CREME chocolate bar in creating an indulgent white chocolate coated stick with a creamy, cookie filled ice cream, (available as a 3 x 90ml multipack). Completing the new range are HERSHEY’s COOKIES ‘N’ CREME and HERSHEY’s STRAWBERRY COOKIES ‘N’ CREME (each available in a 500ml tub).
Greg Ovenden, Product & Marketing Director Brand of Brothers explained “HERSHEY’s is a fantastic addition to our growing portfolio in ice cream and we are delighted to work closely with them and Iceland for its debut in the UK. Both handheld and the premium luxury tubs category have seen growth over the last year and we expect both the sticks and the tubs to be a big hit with Iceland’s customers this summer.”
Daniel Avener, CEO MDR Brand Management commented: “Ice cream has proven to be a key category for HERSHEY’s brand extension programme across the world and we’re delighted to support this innovation, across formats and flavours to the UK market for the first time. We’re excited to be working with Brand of Brothers to make this happen”