Ben & Jerry’s is celebrating its 40th anniversary with the launch of Birthday Cake flavour ice cream.

The launch is being supported by a £3.5m marketing campaign spanning TV, digital, PR and outdoor communications.

Christina Dunn, country business leader at Ben & Jerry’s UK and Ireland, said: “We know that our fans like to gift Ben & Jerry’s to their friends, so new Birthday Cake responds directly to this insight, with a new addition to our flavour family ideally suited for the gifting occasion.

“We’ve also seen an increasing desire for innovation when it comes to birthday cakes, with boundaries being pushed from traditional designs to impressive, bespoke creations. We hope fans enjoy digging in to our new twist on the birthday cake moment and join in on our 40th birthday celebrations.”