Ben & Jerry’s is adding a non-dairy line-up to its portfolio and is backing it with an investment of more than £1m spanning digital, PR and outdoor communications.
The vegan-certified, almond-based range of ice creams comprises three variants: Chocolate Fudge Brownie, Chunky Monkey and a non-dairy exclusive flavour, Peanut Butter & Cookies.
The range will also be Fairtrade-certified – which Ben & Jerry’s say is an industry first for non-dairy ice creams in the UK.
Ben & Jerry’s UK & Ireland country business leader, Christina Dunn, commented: “We listened to our fans who were calling out for us to create a non-dairy ice cream range and we’re delighted to say the wait is over. We’re delighted that our famous flavours can now be enjoyed by even more people including those who are vegan or lactose intolerant.”
The packaging is clearly labelled with non-dairy and Fairtrade messaging, while also in keeping with the rest of the Ben & Jerry’s range by including a visual which shows the layers of chunks and swirls inside the tubs.
The Ben & Jerry’s Non-Dairy range has an RRP of £5.99.