Unilever is expanding its Breyers range this month, following its launch in the UK last year, with a new dairy-free variant providing a low-calorie, vegan-friendly ice cream product.
The launch will be supported by a media investment of over £3m, including TV, social media and video on demand.
Breyers Dairy-Free Chocolate & Hazelnut is made with crunchy hazelnut pieces and has been developed in response to the number of people now following vegan and dairy-free diets.
Noel Clarke, Vice President for Refreshements at Unilever UK, commented: “We launched Breyers to rewrite the rules and create an ice cream that’s big on taste but low in calories. The lower-calorie segment is growing fast and Breyers has been a key factor in the category’s success – it’s one of Unilever’s most successful brand launches in ice cream in the last five years.
“To take it to the next level, we’re introducing a new vegan-friendly flavour to open up the brand to even more consumers who enjoy a dairy-free diet.”
In addition to a new dairy-free tub, Unilever is also introducing Breyers Mono Portions to the market featuring two of the brand’s most popular flavours, Salted Caramel Cake and Cookies & Cream, in a new 100ml format.