General Mills has relaunched its Häagen-Dazs ice-cream brand in Australia due to consumer demand for premium products.
Australia is considered the second largest ice-cream market per capita in the world, and the number of Australians who “eat ice cream at least once a week” has grown from 30 per cent in 2000 to 35 per cent in 2016, according to AustraliaSCAN.
Australians are also now more likely to “regularly shop for premium quality food” (36 per cent compared to 30 per cent of those who don’t regularly eat ice cream).
The reintroduction of Häagen-Dazs by General Mills marks a realignment of strategy for the Australian arm of the business.
Häagen-Dazs was relaunched this month with the opening of Häagen-Dazs House at Melbourne’s Federation Square.
