Secord enters stores

Laura Secord Ice Cream is now available in one-litre tubs from food retailers in Ontario and Western Canada.In the past, the product, which Laura Secord bills as a 'premium-plus' brand, has only been available in company-owned stores in the form of...

Laura Secord Ice Cream is now available in one-litre tubs from food retailers in Ontario and Western Canada.

In the past, the product, which Laura Secord bills as a ‘premium-plus’ brand, has only been available in company-owned stores in the form of ice cream cones.

In tub form, it will be pitted against so-called ‘premium’ brands such as Parlour, made by Ault Foods, and ‘super premium’ brands such as Haagen Dazs, produced under licence in Canada by Ault, and Moven Pick, made by Beatrice Foods.

Ed Hoeppner, managing director of Nestle Dairy Systems, says Laura Secord’s target market consists of adults aged 25 to 52, largely female, who already buy both premium and super premium ice creams.

Marketing support for the product, supplied by Toronto promotion house Chellematt Services, includes couponing and in-store demonstrations.

The tubs were designed by Design Innovations of Toronto.

Laura Secord plans to roll the product into the rest of Canada in time for next spring.