Category Captain: Ice Cream and Novelties: Unilever
Unilever continues to stake its claim as the ice cream category’s leading innovator. In 2011 the company launched the Magnum line of real Belgian Chocolate Bars and Breyers Blasts!, as well as a number of items under its Popsicle, Klondike, Reese’s, and Ben & Jerry’s brands.
With the launch of Magnum, Klondike also introduced a different method of merchandising. The Unilever shelving vision was to create a new door in the very busy novelties set, incorporating all of the super premium novelties brands, as well as organizing the candy-type brands, which were scattered all over the sets. Both super premium frozen novelties and the candy-type brands are less promoted and significantly more profitable for the retailer, hence, the “Adult Indulgent Profit Door.” This initiative was successfully implemented in a number of major retailers.