If you want to capitalise on the biggest incremental sales opportunity in convenience this year, you should stock up on ice cream.

[pull_quote_center]The ice cream category has grown 22% in five years[/pull_quote_center]

Unilever’s launches include:

• Ben & Jerry’s Greek Style Frozen Yogurt comes in Strawberry Shortcake, Vanilla Honey Caramel and Raspberry Chocolatey Chunk

RRP: 500ml £4.99, 150ml £2.04

• Magnum with Marc Du Champagne celebrates Magnum’s 25^th anniversary

RRP: Single £1.75, multipack

This was the advice from Unilever as it launched a raft of new products into the category in time for its peak sales period. Available now, the products are expected to grow current and anticipated consumer and category trends – such as the growth in frozen yoghurt, luxury desserts, handheld formats and snacking.

Noel Clarke, Unilever brand building director for ice cream, said the company has plans to double the size of the market in five years, but urged retailers to get the category right by increasing visibility.

“In the UK, more than half of outlets put their freezer at the back of the store and they are slower out of the blocks at the start of the season,” he said.

“To make the most of the opportunity, retailers need to start the season in March with the biggest brands.”