‘Wich to cream a bigger profit

The move will mean the brand can now target shoppers eating on the go by moving into a handheld format.

Ben & Jerry’s ‘Wich sees the brand’s Cookie Dough and Chocolate Fudge Brownie ice cream flavours sandwiched between two soft-baked cookies.

The range includes an individually-wrapped ‘Wich in Chocolate Fudge Brownie and Cookie Dough flavours, RRP £2.49.

For sharing, the range includes a Cookie Dough ‘Wich multipack, which contains three products, and a pack that contains eight mini products named Son of a ‘Wich, RRP £4.19 and £4.99 respectively.

The cookies and ice cream are also available in a Cookie Dough S’Wich Up tub format, RRP £4.99.

Alessandra Salvo, Ben & Jerry’s brand manager, said: “We’ve coupled soft-baked cookies with Ben & Jerry’s flavours to offer consumers an ice cream experience that can be enjoyed at home and on the go.”


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