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Cornetto Soft gets hard sell
The ice cream market in the UK is worth £550m, despite a modest decline over the last five years. And, it’s perhaps the slightly dropping trend that has prompted Wall’s, which controls 28 per cent of the market, to tag-line its 2003 marketing strategy “Bringing the Buzz Back to Ice Cream.”
Building on its brands is the starting point. Cornetto Soft – a huge success in 2002 – has a new Yoghurt Forest Fruits flavour and is backed by a £3.5m spend. Wall’s plans to double its availability.
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Lyndell Nelis
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