Mullins seeks bigger scoop of ice cream market
Mullins Family Ice Cream rolls out targeted growth strategy for summer
L-R: Popular broadcaster Pete Snodden, Nigel Cairns, Commercial Director for Ice Cream at Dale Farm and broadcster Rebecca McKinney
Northern Ireland brand Mullins Ice Cream has embarked on a sales and marketing strategy designed to focus on growing the brand’s distribution across Ireland. The company aims to achieve this through a series of engaging consumer activities, focussed sales initiatives and a host of new product developments.
Following the company’s acquisition by Dale Farm in 2014, Mullins Ice Cream has delivered impressive growth with the company witnessing year-on-year sales increase of 44%. Since Mullins’ entry into the take-home ice cream market in 2012, sales of its 900ml tubs have increased by 400%. These achievements can be credited to what the company describes as “a number of impressive account wins and the ability to continually innovate.”
Nigel Cairns, Commercial Director Dale Farm Ice Cream, said:
“We are committed to driving the Mullins brand across the island of Ireland working closely with our retail partners to ensure we provide them with a consistently high quality, luxury product and a brand that offers true standout at the freezer.
“Ongoing market research means we stay ahead of the curve on consumer trends. Recent new flavour innovations include Candyfloss, Toffee Apple and Mississippi Mudslide all of which have proved to be successful additions to the range. Quality remains at the heart of the business and we continue to produce our products in the traditional way using only the freshest local milk and cream.”
In order to engage with consumers throughout the summer, Mullins will host a pilot ‘pop up’ ice cream parlour at Belfast’s Victoria Square during the month of July.
“We are launching our first ice cream parlour in Belfast’s busy shopping hub, Victoria Square, as a pilot project which is likely to be the first of similar ‘pop up’ stores in the future.
“The limited-edition menu will allow customers to enjoy their choice of Mullins ice-cream, served with a cookie or doughnut, and a wide range of toppings, from candy floss and caramel popcorn to sea salt fudge and a range of biscuit crumbles.
“We believe this unique experience will drive further support for Mullins and reinforce its position as a modern, fun ice-cream brand, with tradition and local heritage at its core,” Nigel said.
The Mullins Ice Cream Parlour will be located on the ground floor, outside House of Fraser, in Victoria Square, Belfast, throughout the month of July.