Häagen-Dazs introduces new packaging design

06 Dec 2011

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The £44m luxury ice cream brand Häagen-Dazs, is getting ready to introduce a revamped packaging look across its entire portfolio to boost in-store product appeal and increase sales, with a more contemporary, premium and shopper-friendly design.

The new packaging will make it easier for shoppers to instantly recognise different flavours by introducing eye-catching and enlarged ingredient photography, which will help to increase visibility, appetite-appeal and build on the impressive 93% brand awareness Häagen-Dazs enjoys. The brand’s well-recognised cartouche logo will also be enlarged to create a better brand stand-out in store. Häagen-Dazs sells over 13.4 million units of ice cream every year and is utilising the specifically designed new packaging to further boost sales through impactful visuals which drive visibility and awareness at fixture for retailers, regardless of whether they use a chest or upright unit for ice cream.

The sophisticated new-look Häagen-Dazs packaging will see the on-pack doily pattern replaced by a more subtle, gold symphony ribbon design, which understatedly cues the brand’s luxury heritage. The original gold colouring will be replaced by a warmer burgundy, which maintains the brand’s association with warmth, familiarity and sensuality, but gives it a clear stand-out amongst competitor brands.

The burgundy will be introduced alongside an appetising cream colour, which will feature across the bottom of the packaging. This provides a fresh canvas which will help to amplify the new design elements including the enlarged brand logo and ingredient photography, as well as providing greater flexibility for future flavours and designs. The new packaging is set to be rolled out from February 2012.

Ed Culf, Marketing Director at Häagen-Dazs said: “As a leading brand in the market, Häagen-Dazs is introducing this new contemporary packaging to improve the in-store experience for customers and to help retailers do better business. The revamped new packaging, including the logo, colours and layout will make it easier for customers to navigate the luxury ice cream fixture in-store and help them quickly identify their favourite Häagen-Dazs flavours.

“Implementation in other markets like Japan has shown really positive results, indicating an increased purchase interest amongst consumers. Retailers, therefore have a real ready-made opportunity, through better positioning and merchandising to boost sales of luxury Häagen-Dazs ice cream.

“The new look packaging comes at a time when the brand is showing impressive growth figures and we expect the new design to help bolster this even further. The brand’s 100ml mini tubs in particular are out-performing the total ice cream category, growing at 80% year on year and having the highest loyalty rate within the mini tubs market.”

Source: Häagen-Dazs