Haagen-Dazs extends line

Ault Food has introduced a line extension to its Haagen-Dazs super premium ice cream.Haagen-Dazs Extraas is a blend of ice cream and five different dessert ingredients.The resulting flavors are Cappuccino Commotion, Caramel Cone Explosion, Cookie Dough Dynamo, Peanut Butter Burst and...

Ault Food has introduced a line extension to its Haagen-Dazs super premium ice cream.

Haagen-Dazs Extraas is a blend of ice cream and five different dessert ingredients.

The resulting flavors are Cappuccino Commotion, Caramel Cone Explosion, Cookie Dough Dynamo, Peanut Butter Burst and Triple Brownie Overload.

Ault, which has the rights to Haagen-Dazs in Canada, says it is supporting the launch with a $1-million marketing campaign.

The campaign, created by Toronto ad agency Scali McCabe Sloves, will comprise billboard, transit shelter and radio spots, plus product sampling.

Canadians spend $350 million a year on ice cream in grocery and convenience stores with super premium brands accounting for $10.5 million of that total. PA