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December 6, 2021
Working with long-standing brand extension partners, MDR Brand Management, The Hershey Company is moving its brand into the frozen aisles of over 1,000 Iceland Foods stores in the U.K. with an exclusive dessert range.
“Partnering with Iceland Foods for this portfolio of products is an exciting step for Hershey’s global licensing program in the U.K.,” says Andy Paladino, senior manager, global licensing, The Hershey Company. “Frozen desserts are a core product format for licensing, and we’re thrilled to work with Iceland Foods to present our consumers in the U.K. with even more opportunities to enjoy Reese’s and Hershey’s Cookies ‘n’ Creme. We are delighted with the initial portfolio and confident strong performance will support additional, future innovation.’’
“We are delighted to announce our partnership with The Hershey Company and our plans to bring incredible quality and innovative products to the frozen desserts and ambient bakery categories under the Hershey’s and Reese’s brands,” says Lauren Metcalfe, head, exclusive brands, Iceland Foods. “The distinctive flavor profiles of Hershey’s and Reese’s are incredibly popular with our customers, and we are thrilled to be part of their ambitious U.K. growth plans. This new partnership further cements Iceland’s position as the U.K.’s number one destination for Exclusive Food Ranges.”
“We are thrilled to bring this partnership to life and to deliver high-quality, innovative and delicious desserts,” says Dan Avener, chief executive officer, MDR Brand Management. “Iceland is a key destination for frozen products, especially around the holiday season. This program will strategically help to sustain Hershey’s and Reese’s rapid growth, as we continue to develop adjacent products across the U.K. and Europe.”
Also available via the online retail arm of Iceland Foods, the new partnership is the first time the U.K. food brand has partnered with a U.S. confectionary company as part of its exclusive brand offerings.
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