FDBusiness.com

DMK Group is expanding its existing portfolio in the ice cream sector with new creations for the Milram and Baileys brands, while also further expanding its partnerships with other well-known brands. After working with Bahlsen last year, DMK Ice Cream has announced its next partnership with Ahoj-Brause.

As part of its strategic realignment, Germany’s largest dairy co-operative can look back on a successful level of development in the ice cream sector. “We want to build on our positive momentum in the ice cream sector from the previous year. In 2020, DMK Group will therefore continue to focus on consistently developing and expanding a profitable brand business – one which already accounts for 15 percent of its total sales. The aim is to also optimise processes and significantly increase distribution,” explains Marcus-Dominic Hauck, COO of DMK Ice Cream. “An awareness of our products among customers and end consumers is a basic condition for positive brand development. We therefore want to more strongly apply targeted communication measures and thus continuously develop the brand business in the ice cream sector.”

DMK Ice Cream is starting the 2020 ice cream season with several new products for Baileys, and beginning in March, the new Strawberries & Cream variety will complement the 500 ml cup segment. In addition, the “Mini Selection Pleasure” mix box will be launched. Three varieties of Baileys stick ice cream – each in a practical dessert size of 55 ml – will generate additional reasons for consumption and complement the classic 90 ml stick ice cream that was successfully launched last year.

There is also new momentum surrounding the Milram brand. DMK is now bringing the popular buttermilk ice cream varieties of strawberry and lemon into the strong waffle cone segment, thus accommodating consumer demand for variety and convenience. Available in a mix box, this ensures plenty of variety in the summer.

Another important building block for DMK is the new partnership with Katjes Fassin. Together with the cult brand Ahoj-Brause, DMK Ice Cream will get fizzy drink fans excited from March onwards by bringing the popular taste to retailers’ ice cream freezers. The “Waldmeister” raspberry ice cream with lemon sauce topping and original Ahoj-Brause pearls, combined with the brand’s eye-catching design, should ensure a high level of recognition and new contact points with the target group. A tailored influencer and social media campaign will support the new creation with plenty of reach over the course of the season.