Unilever is investing in its sales force, freezer distribution as well as new product development in a bid to generate significant growth in the £938m ice cream category.

Kicking off in March, the increase in salesforce is an attempt to reach five times as many retailers with expert advice, guidance and support. The company has also pledged to place more freezers into the trade this year, to help retailers take full advantage of the sales potential ice cream has to offer.

The new product line-up will tap into the three key ice cream trends of snacking, lower calorie treats and luxury in include:  Twister Blackcurrant, Feast Snack Bar, Magnum Double and Cornetto Choc ‘n’ Caramel Disc.

Noel Clarke, brand building director for ice cream at Unilever UK & Ireland, says: “We believe that ice cream presents a huge growth opportunity for retailers and manufacturers. As an impulse category, this growth potential will be unlocked by delighting consumers at the first moment of truth: the store. To help deliver strong sales for retailers this summer, we are significantly investing in our salesforce, freezer distribution and product innovations.”