Brand of Brothers Release Hershey’s Ice Cream

Brand of Brothers has unveiled its first Hershey’s ice cream launch with Iceland Foods ahead of the summer season.

April 4, 2022

Brand of Brothers

Brand of Brothers has partnered with the Hershey Company and MDR Brand Management to launch an exclusive range of ice creams across all of Iceland’s doors in the U.K., Iceland online and The Food Warehouse. The ice cream will be available in more than 1,000 stores nationwide starting this month.

This marks the first time Brand of Brothers has partnered with Hershey’s. The team has worked with The Hershey Company for global licensing opportunities for the last decade.

“Hershey’s is a fantastic addition to our growing portfolio in ice cream and we are delighted to work closely with them and Iceland for its debut in the U.K.,” says Greg Ovenden, product and marketing director, Brand of Brothers. “Both handheld and the premium luxury tubs category have seen growth over the last year, and we expect both the sticks and the tubs to be a big hit with Iceland’s customers this summer.”

The ice cream product development by the Brand of Brothers team pays homage to the Hershey’s Cookies ‘n’ Creme chocolate

bar in creating a white chocolate-coated stick with a cookie-filled ice cream, (available as a 3 x 90ml multipack). Completing the new range are Hershey’s Cookies ‘n’ Creme and Hershey’s Strawberry Cookies ‘n’ Creme (each available in a 500ml tub).

“Ice cream has proven to be a key category for Hershey’s brand extension program across the world and we’re delighted to support this innovation, across formats and flavors to the U.K. market for the first time,” says Daniel Avener, chief executive officer, MDR Brand Management. “We’re excited to be working with Brand of Brothers to make this happen.”