DMK Group focuses on prominent brands in the ice cream business
- Further boosts for MILRAM, Baileys, Ahoj-Brause and Ehrmann High Protein
DMK Group is pursuing its course in the ice cream business and announcing upcoming collaborations with the prominent brands Mangaroca Batida de Cocô, Treets – The Peanut Company, and Capri-Sun. In addition, the company is launching numerous new products for the existing portfolio of the MILRAM, Baileys, Ahoj-Brause and Ehrmann brands.
Germany's largest dairy cooperative can further underpin its successful development in the ice cream sector in the course of its strategic realignment.
“Despite the challenges thrown up by the Coronavirus pandemic, we have continued to consistently develop and expand a profitable brand business. With brands like MILRAM and Baileys, we have proven that we can also help established brands move successfully into the ice cream category. The new cooperations show that this approach has attracted new partners and that our strategy is following the right track,” explains Marcus-Dominic Hauck, COO of the business area ‘Ice Cream’.
DMK Group wins over other popular brands
With Mangaroca Batida de Cocô, the next classic liqueur is now coming to the deep-freezers in the form of ice cream sticks. It’s a creation of creamy ice cream blended with original liqueur, which combined with fruity passion fruit or cherry and crunchy coconut flakes offers consumers a completely novel taste experience. In addition, the DMK Group was able to win over another member of the Katjes Group for the new ice cream season: the Piasten company, as the largest manufacturer of dragées in Germany. Under the Treets – The Peanut Company brand a true peanut lover's ice cream has been developed: creamy peanut butter swirled with salted caramel sauce, topped with aromatic peanut butter sauce, and dipped halfway in milk chocolate with crunchy peanut pieces. The cooperation with Capri-Sun, on the other hand, takes a completely different direction. The refreshing and fruity water stick popsicles combine the popular and typical Capri-Sun taste in orange and cherry varieties.
MILRAM, Baileys, Ahoj-Brause and Ehrmann continue developing their portfolio
The MILRAM brand is launching the new ice cream season with an innovation in its range of protein products. MILRAM Skyr & Smoothie Minis are characterised by their high fruit component of over 30 percent and the processing of fruit seeds. The small stick ice cream uses skyr to provide a natural and virtually fat-free source of protein that caters to current nutritional trends. The addition of the new mango-passionfruit flavour to MILRAM’s Skyr ice cream range underscores the brand’s unwavering focus on the “protein” and “healthy snacking” trend fields, both of which have seen a significant growth in sales in the last few years.
At Baileys, the recipe for the Coffee Delight variety was improved. The entire product portfolio will also undergo a comprehensive design relaunch to create a new and more valuable brand image. The communicative focus of the brand, which was accompanied by a comprehensive marketing campaign last year, is thus being continued. Together with high-reach influencers such as Janina Uhse and as part of a cross-channel campaign, Baileys was able to score points with a younger target group in particular.
With the strong new launches in 2020, the sherbet cup from Ahoj-Brause and Ehrmann High Protein Ice Cream, DMK was able to place two brands among the top 10 new products in the ice cream multi-pack segment right from the start. With this wind at its back, the portfolio of the two brands is now being consistently expanded. For example, the well-known Ahoj-Brause flavour will now also be available as a refreshing water ice on a stick in the woodruff, raspberry and orange flavours, while for Ehrmann High Protein Ice Cream the yoghurt-strawberry and yoghurt-passion fruit flavours will be launched.