Schwan's prepares £3m dessert debut

Schwan's Consumer Brands, the company behind Chicago Town Pizza, is to enter the UK frozen dessert market with the launch of a premium cake brand to take on market leader Sara Lee.

Manchester agency BDH/TBWA has been briefed to handle the £3m launch for Amanda Smith Desserts, which will be backed by a TV and press campaign next month.

The range is based on Schwan's US brand Mrs Smith, and is intended to combat a decline in sales of frozen desserts. The market was worth £277m in 2003, marking a 14% decline since 1998, according to Mintel.

'Frozen desserts have become commoditised, with people buying products rather than brands.

This range will be positioned as superior in quality to the majority of products out there,' said a spokesman.

Schwan's has secured distribution through Asda, Tesco, Sainsbury's, Iceland and Morrisons for the line, which includes variants such as Mocha Mudslide and Ultimate Strawberry Cake.

BDH/TBWA, which has also worked with Schwan's on the Chicago Town Pizza brand, was hired to handle the launch without a pitch.

A second tranche of activity will break in the autumn in the run-up to Christmas.

In the past year, Schwan's has been extending brands and expanding into other categories. Earlier this month the company revealed that flavoured potato wedges would be added to the Chicago Town range.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers