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No more messing around

07-May-2003

The frustration of suffering the drip-drip effect of an ice lolly on a hot summer day may well be over as food ingredients giant Danisco hails the launch of the non-drip ice lolly, Ice Dreams.

A combination of locust bean gum and another stabiliser, the new type of lolly is, to date, only available in the English supermarket chain Iceland. German-based Eisbär Eis produces the ice lolly and packs it in Iceland's packaging.

Danisco claimed that in a few weeks, Eisbär Eis will launch the ice cream in Germany under its own name. In addition, the concept will slowly be rolled out in Italy, France, the Netherlands and the UK with a marketing plan for other countries currently in the pipeline.

"Ice Dreams is a little revolution on the ice lolly market. Until now, we've had ice lollies with various flavours and shapes, but Ice Dreams has entirely new qualities and is easier for children to eat and for their parents to handle," commented Finn Hjort Christensen, senior application manager at Danisco .

According to the Danish company, the concept was born when a group of children visiting the ingredients supplier expressed their desire for a non-drip lolly.

In these highly competitive days innovation is seen by many as the key to gaining market share, and keeping it. Food manufacturers will no doubt be assiduously tracking the take-up of this new product from Danisco.

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