2010 Roundup
Cadbury Ice Cream Radio Ad
As Smooth As Ice
A life-size ice sculpture of the iconic The Man from Del Monte featured as part of a sampling campaign for our range of Del Monte iced smoothie tubs and sticks. The activity took place at Tesco stores across the UK in July.
Winner Cadbury Flake 99 Great British Beach Awards Announced
RHOSSILI BAY IN SOUTH WALES REVEALED
AS BRITAIN’S BEST BEACH
Fredericks, the UK’s largest independent ice cream manufacturer, have announced Rhossili Bay in South Wales as the winner of the Cadbury Flake 99 Great British Beach Awards, a celebration of our nation’s best and most treasured seasides.
Competition was fierce, but the British public made up their minds; securing a massive 47% of the votes, Rhossili was the clear winner, followed by Tresco in the Isles of Scilly (19%) and Blackpool and Margate (both on 10%).
Defying stiff competition from resorts packed to the gills with everything from rollercoasters to candy floss, Rhossili represents a more idyllic beach holiday. Bearing the might of the Atlantic swells, shipwrecks dot the bay which now play host to great surf for boarders. It also has the most essential of ingredients; three miles of golden sands expanding into the horizon.
The poll, fronted by TV personality Jeff Brazier, attracted over 7,700 votes across a three week period from Thursday 6th – Sunday 30th May.
The winner was one of 24 shortlisted beaches from eight regions across the UK, nominated by panelists including David Else Lead Author of Lonely Planet, Frank Barrett Travel Editor of the Mail on Sunday and wildlife expert and TV presenter Bill Oddie
Ice little earner for leavers
Ice work…King Somborne Primary School’s ice cream sale
Cadbury Icecreamland
Every year Cadbury Icecreamland surpass themselves in providing unique and thrilling environments for their lolly-licking patrons and aficionados.
Their latest jape is to challenge fans to eat a Cadbury Flake 99 ice cream
upside-down on a rollercoaster at speeds of over 40mph and pulling over 3Gs – and then repeat the same feat going backwards whilst being splattered in a veritable blizzard of Cadbury ice cream.
Gaze on in breathless amazement as our indefatigable fans rise to the perilous challenge of the ultimate white-out-knuckle ride. Buckle up boys and girls and get your wet wipes ready…things are about to get very messy.
For more information on Cadbury Flake 99, please visit: www.cadburyicecreamland.com
Cadbury commits to Frederick’s Dairies for another decade
Frederick’s Dairies is celebrating a renewed contract to make Cadbury ice creams – with a £9m investment and new licensing partnerships with Tangerine and Vimto.
The supplier will manufacture Cadbury’s ice creams for the next 10 years, including the lucrative London 2012 Olympic Games, for which Cadbury is t the official ice cream and confectionery provider.
Although sales are already flying for Frederick’s – up 7.2% to £47.1m [Nielsen 52 w/e 28 February 2010] – the company said the renewed deal had given it ‘the security to invest and expand’.
100 years of ice cream heritage
With over 100 years of ice cream heritage from co-developing the Mars Bar ice cream to re-inventing the iconic Cadbury Flake 99 cone, Fredericks have excelled in producing every kind of cool you can think of. From the sharing indulgence of Cadbury, to the super-fruit iced bliss that is Del Monte, Fredericks are cutting edge pioneers of contemporary cool and beacons of innovation and independence. Funky, irreverent and authoritative, Fredericks now enjoys retail sales in excess of £80 million at RSP.**
If you thought you knew ice cream, think again.
The Adventure Continues in 2010…
• £9 million investment in major new PR campaign to follow our award winning 2009 campaign
• National Ice Cream Week 2010 to be a nationally staged event
• Call our new Impulse Team on 0845 606 7676
• Partners to Cadbury, the official treat provider at the London 2012 Olympic and Paralympic Games
*As awarded by the International Ice Cream Consortium Oct 2009
**Source: TNS Data 52 w/e 4th Oct 2009
Cadbury commits to Frederick’s Dairies for another decade
The Grocer
20th March 2010
Cadbury commits to Frederick’s Dairies for another decade
by Alex Beckett
Frederick’s Dairies is celebrating a renewed contract to make Cadbury ice creams – with a £9m investment and new licensing partnerships with Tangerine and Vimto.
The supplier will manufacture Cadbury’s ice creams for the next 10 years, including the lucrative London 2012 Olympic Games, for which Cadbury is t the official ice cream and confectionery provider.
Although sales are already flying for Frederick’s – up 7.2% to £47.1m [Nielsen 52 w/e 28 February 2010] – the company said the renewed deal had given it ‘the security to invest and expand’.
As well as increasing distribution and capacity, the £9m had enabled it to double both the size of its impulse sales team and its marketing budget for the coming year, to a total of £2m, it said.
Frederick’s would focus on increasing distribution of its Flake 99 Cone, Cadbury Crunchie Blast chocolate stick, Cadbury Dairy Milk Fruit & Nut stick and Del Monte Raspberry iced smoothie products, said deputy MD David Taylor.
Following new licensing deals with Vimto and retro sweet supplier Tangerine, Frederick’s also rolled out new Vimto and Refreshers ice lollies last week. There was potential to make Tangerine’s other brands – including Sherbert Fountain and Dip Dab – into ices, Taylor added.
“We have a much bigger marketing focus for this year and have a major PR stunt planned for the end of May to kick off summer,” he said. “ Cadbury were attracted by the love and passion we have for ice cream. All we need now is a decent summer.”
ASCOT FLAKE HAT PR COVERAGE ROUNDUP 18/06/09
18 Jun 2009
telegraph.co.uk
Royal Ascot’s chocolate hat
bestweekever.tv
Ice Cream Hat: The Fanciest Of The Fancy
guardian.co.uk
Hats off to the ladies at Royal Ascot
thelondonpaper
A woman shows off a particularly ludicrous hat ahead of this year’s Ladies’ Day at Ascot
London Evening Standard
Whoever played the cruel ‘ice-cream-on-head’ joke on model Freya Berry should be ashamed
The Sun
Tasty … making the boys melt
Marie Claire
Royal Ascot 2009
Mail Online
Heady days: Delicate millinery confections are trimmed with butterflies and roses, while right, an ice-cream fan shows her love for the treat by wearing a giant version on her head
heatworld.com
Now THIS is the kind of Ascot hat we’re talking about!
marketingmagazine.co.uk
Model Freya Berry poses in a 4ft Cadbury Flake 99 hat
GOSSIPAVENUE
THE FLAKE 99 ASCOT HAT
film.com
Ascot’s First Edible Hat
Brand Republic
Fredericks Ice Cream makes cool statement with edible 99 Cadbury’s Flake hat at Ascot Ladies’ Day
yougobiz.com
Fredericks Ice Cream makes cool statement with edible 99 Cadbury’s Flake hat at Ascot Ladies’ Day
TV Scoop
If you go down to Ascot today you’re in for a big surprise… the world’s first edible hat
Ice Cream Week Radio Coverage
02/06/09
Chris Evans, Capital Radio
Download MP3
Terry Wogan, BBC Radio 2
Download MP3
Ice Cream Week Coverage 02-06-09
Heatworld
Sorry, but this FREAKS us out!
Toronto Star
That’s one way to lick Bond
Ice Cream Week Coverage 01-06-09
01/06/09
United Press International
Women pick Daniel Craig for frozen treat
Kansas City Star
Frozen, not stirred
Reuters
Daniel Craig: Smoothie Star
Entertainment Weekly
Daniel Craig popsicles: Finally, the meaning of ‘sex on a stick’?
Chicago Sun-Times
Popsicle. Daniel Craig popsicle.
E! Online
Daniel Craig Is Double-Oh Delicious
Times of India
Soon, a Daniel Craig ice lolly!
The Sun
Life’s a Beach
The Daily Telegraph
Daniel Craig in 007 lolly
Sky News
Daniel Craig’s Torso Set To Be Licked By Fans
The Daily Mail
Licence to Chill
The Daily Mirror
James Bond star Daniel Craig and the Top 10 weird and wonderful celebrity sculptures
The Daily Star
James Bond, Licence to Chill
Download Daniel Craig, Licence to Chill
The Daily Express
License to Chill
Perez Hilton Celebrity Gossip
Want to lick Daniel Craig?
Just Jared
Daniel Craig Takes Ice Pop Form
Chicago Times
Daniel Craig Popsicle
The London Paper
The Daily Record
Frederick’s is up for an ice-cream fight
From The Times – view article online
May 25, 2009
Britain’s biggest independent ice-cream maker is returning to its Italian roots.
Frank Frederick got out of the ice-cream van business because, he says, he got fed up with getting into fights – not the sort of image you associate with hot summer days in the park or by the sea, dribbles of vanilla melting down a cone and over your fingers, but this is a competitive industry. Tempers can rise in tandem with the mercury.
It is not the sort of message, either, that would suggest that here is a man ready to slug it out, head to head, with some of the grocery world’s biggest hitters, the likes of Walls, Unilever and Häagen Dazs. But the boss of Frederick’s, Britain’s biggest independent ice-cream maker, is doing just that and his chosen battleground is the deceptively smooth, chilled world of luxury ice-cream.
Named Antonio Federici, after Mr Frederick’s grandfather, who came to England from Italy in 1896 and set up an ice-cream company in St Helen’s, Lancashire, the new Frederick’s brand is an attempt to reproduce the homemade gelato ice-creams sold in the family’s home town of Bedonia, near Parma. The brand was launched exclusively in Sainsbury’s two months ago but Frederick’s is hoping that eventually it could rival Unilever’s Ben & Jerry’s and Carte D’or or Häagen Dazs.
“We have got two massive US brands in this country – Häagen Dazs and Ben & Jerry’s. Both are owned by multinationals and we want to take them on with this brand, which is slightly different and I believe better quality,” Mr Frederick said.
“I get excited by doing things better and different and taking on the big boys. That’s the buzz. I might come a cropper, but that’s life.”
There seems little danger of that. Alex Beckett, of The Grocer, the trade journal, says that Frederick’s is already enjoying success in a booming ice-cream market. “Federici looks good,” he said. “It looks premium and there is definitely room for a new player in the market which positions itself above Carte D’or and Häagen Dazs.”
Frederick’s specialises at present in producing branded ice-cream under licence for Cadbury’s and lollies for Del Monte, the fruit brand, as well as most of the leading supermarkets’ own-label choc-ices. At present the fastest-growing part of the business is the Cadbury’s branded ice-creams: “We are aiming to take on Walls and their Magnum products,” Mr Frederick said. “I’m highly aggressive and we are like David and Goliath.”
Last year, dominated as it was by a dismal, damp summer, not ice-cream weather, was tough. The company made a £900,000 loss, largely because a venture into manufacturing tubs of ice-cream for the supermarkets resulted in a price war with R&R, a rival. After selling off its tub equipment to R&R, Frederick’s expects to make a profit of £1.5 million this year.
When he first took charge of the business in the 1970s, aged just 25, it was all about ice-cream vans. His first entrepreneurial move was to begin importing ice-lollies from Ireland, a decision that coincided with the long, hot summer of 1976 – but the real turning point was when Frederick’s invested in a machine that made choc-ices. The company now claims to be the largest producer of choc-ices in the world, making them for all the supermarkets.
Mars approached Mr Frederick in the late 1980s to help to develop its ice-cream range, which he also manufactured for the first year, before the brand took off and Mars set up its own factory. He then teamed up with Cadbury’s and the brand has built up sales of £30 million from only £3 million in the 11 years since Frederick’s won the licence. Indeed, since stepping in to lead the family business, which is owned 50-50 with his younger brother Philip, Mr Frederick has increased sales from £60,000 to just over £40 million.
Perhaps it is the fear of being dumped by a key licence partner that has driven Mr Frederick to develop his own brand. He admits that Federici is partly an insurance policy, but points out that the licence arrangements have been lucrative for Cadbury’s and Del Monte and so there is no reason for a change.
Mr Frederick says that his main dream is to take on Walls, Britain’s biggest ice-cream brand: “There is one brand which dominates the supermarkets and corner shops and they should have a significant challenger. The plan is to keep growing the business. I’m not a professional manager, I am an ice-cream van driver who’s made good and I want to be a serious No 2 to Walls.”
That doesn’t sound like the talk of someone who wants to walk away from another fight over ice-cream.
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Totally Frank
May 2, 2009
An interview with Frank Frederick in May’s edition of The Grocer:
Download the full article here (1mb PDF)
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Fredericks Dairies are at the forefront of innovation
April 20, 2009
Fredericks Dairies is at the forefront of innovation with 2008 seeing the launch of an exciting array of new products including Del Monte 100% Juice, Bassetts Jelly Babies wobbly lollies, Cadbury Dairy Milk and Flake tubs, Cadbury Strawberries & Dream stick, Bourneville Deeply Dark stick, Cadbury Fruit & Nut stick, Cadbury Buttons cone and the Tate & Lyle tub.
Ice cream market at a glance
- The total UK ice cream market is worth £725 billion (take home & impulse)
- The take home ice cream market is worth £604 million with branded labels accounting for 65.8% of the market
- Fredericks Dairies is the UK’s leading independent ice cream manufacturer and produces ice cream products under the Cadbury, Tate & Lyle and Del Monte licences and private label contracts
- Fredericks Dairies holds an 7.7% share of the take home market with a value of over £47 million1
- The Del Monte fruit ice portfolio includes some of the UK’s best selling refreshment products and has gone from strength-to-strength in the last five years and growing at 11% year on year
- The Del Monte fruit ice brand is now worth £11.5 million in the take-home market (an increase of 95% in the past two years)
- The total Cadbury ice cream brand is worth £33 million
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Fredericks Dairies scoops Grocer Branded Excellence Award!
Fredericks Dairies is delighted to announce that its Del Monte Raspberry Smoothie has won ‘Best Frozen Dessert’ at the prestigious Grocer Branded Excellence Awards 2008.
Winning a Grocer Branded Excellence Award is the highest accolade achievable in the food industry and recognises outstanding products in the branded category. The UK’s No.1 branded iced smoothie lolly underwent a rigorous two-round judging process and fought off stiff competition to claim the title as ‘Best Frozen Dessert’.
Del Monte Smoothies hold a staggering 46% share of the £14.3 million iced smoothie market showing that consumers agree.
David Taylor, sales and marketing director at Fredericks Dairies, says: “We are absolutely delighted to have won this award, it is testament of our dedication to delivering high quality, innovative products that consumers love. We have fought off stiff competition in the category and are delighted with the outcome. It further underpins our dedication to driving growth in the ice cream category.”
Finalists in the category included the Cadbury Crunchie Blast stick (also manufactured by Fredericks Dairies), Unilever’s Magnum Ecuador Dark, Mackie’s Strawberry & Dairy Sorbet and Pudz Heavenly Chocolate Pudding.
