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Walls Ice Cream
The JOY of Ice Cream
Agenda
• Unilever/Walls • 2013 at a glance• 2014 Products• Support for you• Questions
Adding Vitality to life
We ARE Ice
Cream!
9 of the Top 10 Brands in Ice Cream Investing Over £35m
Unilever Accounts for >80% of All Ice Cream Category Marketing Investment Per Annum
Volume = +10.4%
Volume = + 13.9%
Total Ice Cream
£94.8m £112.8m£78.5m
Impulse Ice Cream
Volume = +32.0% Volume = +7.4%
2013 at a glance…
3 Years Of Growth...
2009 2010 2011 2012 2013 YTD41
42
43
44
45
46
47
Unilever UK Value Market Share - TOTAL ICE CREAM
UNLOCKING THE MAGIC[ The Brands ]
Mag
num
Cel
ebra
tes
25ye
ars
wit
h
Source: Internal
24 YEARS OF MAGNUM
2007: Magnum Temptation
2006: Brand quality relaunch
2010:Magnum
Gold?!
2012:Magnum Infinity and
Magnum tubs
2011:100% Rainforest Alliance cocoa
2008:Magnum
Mini
2003:Magnum Seven
Deadly Sins
2005:Magnum Five Senses
1989:Launched in UK
2009:From dark to bright side of
pleasure
1. New Pack design: current range
1. New Pack design: New range
THE OPPORTUNITY SOMETHINGPEOPLE WANT
ENGAGES PEOPLEWITH OUR BRAND
UNLOCK CUSTOMERS’ SUPPORT
PEOPLE BUY OUR COMMITMENT
May 2014 The Launch of Our Birthday Variant
MAGNUM’s 1st EVER HOLOGRAPHIC PACKAGING
1st EVER SILVER MAGNUM
Marc de Champagne Ice Cream and Sauce
• 3 MP and Single• RRP: £2.99 and £1,75
Driving Cornetto snacking in 2014.
Getting more consumers to choose Cornetto in place of other snacks by:
Offering accessible price points to driving
penetration & frequency!!
Launching surprising innovation, inspired by
delicious snacks
Premium BIG EatTrading up through larger
formats:
COMPETE WITH ALL SNACKS
MAKE ICE CREAM TOP OF MIND
REASSURE PREMIUMNESS IS
WORTH IT
Cheesecake Glory!!
Delicious Cornetto Cheesecake and red
fruits ice-cream
Full of contrasting tastes and textures that gives an intense journey all the way
through!
Offers true differentiation!!
PARALLEL SNACKING CATEGORY
£1.50 RRP125ml
MAKE ICE CREAM TOP OF MIND
Vanilla Shake!!
Rename of Enigma Vanilla & Chocolate for
2014!!
Driving snacking credentials!!
£1.50 RRP125ml
MAKE ICE CREAM TOP OF MIND
Choc ‘N’ Ball!!
£1.75 RRP160ml
Premium BIG Eat! Biggest in Market!!
Highly differentiated from
other cone propositions
Low weather-dependence
Always end on a high with the delicious
chocolate tip!
REASSURE PREMIUMNESS IS
WORTH IT
More Snacking Opportunities..
Ice Cream Sandwich
Top seller in Ireland and format appearing in Europe
Driving category value through premium innovation
Targeting snacking occasions and £1 price gap!!
RRP £1100ml
Kid’s portfolio
Save the Children Partnership
Building category equity and integrity with Mums
Genuine story to tell with a recognised partner
Launching Funny Feet OOH in 2014
OOH; RRP 90p79ml
Introducing Calippo Bubblegum
OOH; RRP 90p
Exciting flavour profile: currently a gap in category
Driving frequency with an innovative flavour that kids want to try
Growing kids flavour trend!
Dracula MP & OOH
RRP:65p
Drives excitement with Kids & Mums
Opp to extend Season
Launching Dracula IN & OOH in 2014
Cocktail inspired goods are “on trend” with cocktail
consumption to grow by over 10% in the next 2 years!!*
2013 has seen a cocktail flavour invasion…
*Source: IWSR Volume Data, UK Government ONS March 2013
Inspired by the world’s most famous cocktails
- Solero Mojito with Mojito and pieces of Lime
Re-energising and contemporising Solero
Newsworthy innovation for a young adult audience
3MP * 65ml£2.49 RRP
Singles £1.20
40% less fat
#1 luxury brand accelerating Fro Yo
Broaden appeal- penetration
Details:150ml RRP: £2.04
Full 360° campaign
TV & Cinema
Digital & Social Media
Experiential
In-store
Ben & Jerry’s NEW –‘Peanut Butter Cup 150ml’
Why go nuts for Peanut Butter Cup 150ml?
• NEW ammo for the Shorty market
• The US flavour fans request the most on Facebook!
• Beat Ben & Jerry’s #1 SKU, Ben & Jerry’s Cookie Dough 500ml, in research
• Already our #3 out of 16 scooping flavours
• This format is even more peanut buttery than 4.5L or 500ml
Peanut Butter Ice Cream with Chocolatey covered
Peanut Butter Cups Details:RRP: £1.79
Broaden appeal- penetration
Scooping Innovation
Bubblegum Haribo Yogurt & honey
5.5lt 5.5lt4.8lt
2014: Refresh & Innovate
UNLOCKING THE MAGIC[ Right Cabinet, Right Location]
CABINET LOCATION IS CRITICAL TO DRIVE THE IMPULSE PURCHASE
Wrong location will reduce shoppers to the cabinet by 75%
Source: RMS 2008 and Walls Retailer project Lolly analysis 2011
Industry Layout supports shopper
decisionsHighest footfall in terms of browsing and selection - Position top selling lines on the middle shelf supports choc snacks
Smaller segments such as Cones and other choc snacks placed in the top shelf - small baskets lower stock holding
Refreshment placed next to other water based
products on the bottom shelf
Kids range placed on the bottom shelf easier to browse and select product
Maxivision 12 / 18
Vista 6 / 12
Vista 18
UNLOCKING THE MAGIC[ Stocking the right
range ]
UNLOCKING THE MAGIC[ Engaging customers ]
ATTRACT/ENGAGE
ENGAGE/SELL
NEW Carte d’Or Toolkit
Brand-Specific Items
http://www.youtube.com/watch?v=lhi17BO-ZkA
WHAT IT COULD BE WORTH TO xxx
Average sales per cabinet RSV £1,000
Let them know you sell IC +15% £150
Cabinet impossible to miss Up to 75% £750
Draw attention to your cabinet Up to 42% £420
Clearly communicate pricing +5% £50
Right range right space +15% £150
Keep your cabinet clean and full +15% £150
Stock ice cream 365 +25% £250
The Potential +192% £2,920
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