December 20 2021

Froneri claims category first with Extrême cookie cone ice cream

Froneri is launching what it claims is the first handheld ice cream to offer an oven-baked cookie cone.

Launched under its Extréme brand, the NPD combined “two much-loved treats, cookies and ice cream, into one ultimate cone of indulgence”, it said.

Three flavours – vanilla, caramel and hazelnut – will hit freezer aisles at Tesco in January, with a wider retail rollout to follow (rsp: £4/4 cones).

Extrême brand manager Lauren Charnock said the innovation was a product “like no other”.

“We’ve been working on this for a long time, it’s the first of its kind in the market and the biggest innovation in cones for years,” she claimed.

“Many companies have tried to achieve this, so Froneri are pleased to be the first to bring even more excitement and indulgence to the ice cream category.”

The launch will be supported with a media campaign, running through summer 2022, including TV, sampling, in-store and experiential activity.

It comes as the handheld ice cream category scooped an additional £54.5m (up 7.8%) in the 52 weeks until 11 September [NielsenIQ].

Despite being quiet on the NPD front until now, Froneri tracked a £6.2m gain across its handheld portfolio over the same period, with volume sales up 6.4%.