DMK Ice Cream expands ice cream portfolio
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 brands. After working with Bahlsen last year, DMK Ice Cream can now announce its next partnership with Ahoj-Brause to align with the upcoming ice cream season. Starting in March 2020, a new product concept will be available to retail in the form of the Ahoj-Brause Brause Cup.
As part of its strategic realignment, Germany’s largest dairy cooperative 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 per cent 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 beginngin 2020 with several new products for Baileys, and beginning in March, the new Strawberries & Cream variety will be added in the 500ml cup segment. In addition, the Mini Selection Pleasure mix box will be launched. Three varieties of Baileys stick ice cream – each in a dessert size of 55ml – will generate additional reasons for consumption and complement the classic 90ml stick ice cream that was launched last year.
There is also momentum surrounding the Milram brand. DMK is now bringing the buttermilk ice cream varieties of strawberry and lemon into the waffle cone segment. It will be available in a mix box. Another announcement is the new partnership with Katjes Fassin. Together with the cult brand Ahoj-Brause, DMK Ice Cream will bring Waldmeister raspberry ice cream with lemon sauce topping and original Ahoj-Brause pearls. The brand’s design and social media campaign will support the new creation.