Premium ice cream brand Häagen-Dazs is backing the convenience channel with an exclusive range of handheld products.

Available in single packs, RRP £2.29, the range includes three flavours, Salted Caramel, Vanilla Caramel Almond and White Almond.

The range will be promoted by a campaign that includes PR and digital activity. Häagen-Dazs will also drive awareness with a national sampling campaign.

Retailers will be able to promote the new range in store with PoS.

The brand hopes to tap into the popularity of sticks, cones and wafer ice cream in the convenience channel – a sub-sector that is worth nearly £100m.

Häagen-Dazs Stick Bars launched in France last year and have benefited from almost a third of consumers repeat purchasing.

Arjoon Bose, marketing manager for Häagen-Dazs, said the bars are ideal for the convenience channel and will drive sales of the ice cream category.

“We are convinced we are offering a point of difference and a clear competitive edge,” he added.