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product news: Ben & Jerry's moves into on the go consumption

11 March, 2016

Following the success of its Cookie Cores range, luxury ice cream brand Ben & Jerry’s is introducing a new line-up to its Fairtrade flavour family: Ben & Jerry’s ‘Wich.

The ‘Wich family sand’Wiches two of Ben & Jerry’s ice cream flavours – Cookie Dough and Chocolate Fudge Brownie – between two soft baked cookies.

The new format extends the Ben & Jerry’s portfolio into handheld to unlock on the go consumption.

The new range comprises: individually wrapped ‘Wich! – a handful of Cookie Dough or Chocolate Fudge Brownie ice cream sand’Wiched between two soft-baked chocolate chip cookies; Cookie Dough ‘Wich multipack, giving consumers three ‘Wiches; Son of a ‘Wich…! – eight mini ‘Wiches in a share-pack; and Cookie Dough S’Wich up – combining the cookies and ice cream in a tub.

Alessandra Salvo, Ben & Jerry’s brand manager, said: “We’ve consciously coupled soft-baked cookies with much loved Ben & Jerry’s flavours, to offer consumers a euphoric ice cream experience that can be enjoyed any ‘Wich way – whether at home or on the go.”

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