Wednesday, February 21, 2007
The ice cream group is set to advantage from a push of product innovation being launched over the coming months by Unilever and Master Foods, plus a major advertising push by market-leading producer Unilever to change consumers' perceptions of the category.
Unilever, which instructions 44% share of the grocery and desire ice cream markets joint, is aiming to increase rate of purchase in the category by relocation the product from a sweet luxury to that of a more healthy pleasure food. "As category leader the onus is on us to change the way the customer perceives the group on behalf of the category," said Di Houldsworth, UK brand building director at Wall's.
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by kanth @ 9:41 PM
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