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Friday Apr 9
Cadbury commits to Frederick’s Dairies for another decade
Frederick’s Dairies is celebrating a renewed contract to make Cadbury ice creams – with a £9m investment and new licensing partnerships with Tangerine and Vimto.
The supplier will manufacture Cadbury’s ice creams for the next 10 years, including the lucrative London 2012 Olympic Games, for which Cadbury is t the official ice cream and confectionery provider.
Although sales are already flying for Frederick’s – up 7.2% to £47.1m [Nielsen 52 w/e 28 February 2010] – the company said the renewed deal had given it ‘the security to invest and expand’.
As well as increasing distribution and capacity, the £9m had enabled it to double both the size of its impulse sales team and its marketing budget for the coming year, to a total of £2m, it said.
Frederick’s would focus on increasing distribution of its Flake 99 Cone, Cadbury Crunchie Blast chocolate stick, Cadbury Dairy Milk Fruit & Nut stick and Del Monte Raspberry iced smoothie products, said deputy MD David Taylor.
Following new licensing deals with Vimto and retro sweet supplier Tangerine, Frederick’s also rolled out new Vimto and Refreshers ice lollies last week. There was potential to make Tangerine’s other brands – including Sherbert Fountain and Dip Dab – into ices, Taylor added.
“We have a much bigger marketing focus for this year and have a major PR stunt planned for the end of May to kick off summer,” he said. “ Cadbury were attracted by the love and passion we have for ice cream. All we need now is a decent summer.”
Source: www.thegrocer.co.uk - 20 March 2010
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