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Dale Farm Ice Cream has secured the exclusive Northern Ireland supply rights to one of the world’s top brands — Haagen Dazs.
The new contract will see Dale Farm distribute the complete Haagen Dazs product portfolio in 100g and 500g pots to retail, cinema and leisure site customers, making the brand available to over 2,000 outlets throughout Northern Ireland.
The new contract makes Dale Farm the biggest sole distributor of Haagen Dazs in Ireland as its 2007 acquisition of the Republic-based Superchill Limited’s distribution business gave it exclusive supply rights to the brand in the north-west region of Ireland.
Dale Farm also has the sole distribution rights for leading brands such as Mars, Cadbury, Nestle and Unilever on an all-island basis. Haagen Dazs is produced by the US-based General Mills which is the world’s sixth largest food company.
Richard Andrews, sales and distribution manager for Dale Farm Ice Cream, said: “We are delighted to build our business with General Mills, adding the world-famous Haagen Dazs products to our Northern Ireland portfolio.
“Dale Farm Ice Cream is a core part of our consumer products business and we produce a very strong portfolio of products ourselves, including Dale Farm favourites like Pear Picking Porky, Mr Frostie and Polly Pineapple, and premium adult brands such as the Rapture range.
“However, an important part of our business development plan is to grow revenue through strategic distribution partnerships with other leading brands, particularly within the premium categories which are high value and deliver strong sales on a year-round basis.
“Having sole distribution of the Haagan Dazs brand is a major coup for us as it is the number one brand dominating the super premium ice cream sector, instantly recognised by consumers and achieving nearly 75% market share.
“Our ability to develop such important distribution partnerships is down to our first-rate supply chain capabilities and extensive, established customer network.”
Karl McCrum, key account manager at General Mills, said: “To capitalise on all sales opportunities, we need to have a robust distribution network and Dale Farm is well placed to drive our products into the fullest range of outlets. Working with them has gained us additional important listings locally. We look forward to maximising the value of this partnership going forward.”
