Nestlé Calls Haagen-Dazs to Launch the First Top Ice Cream Brand in China

Nestlé Calls Haagen-Dazs to Launch the First Top Ice Cream Brand in China

The status of Haagen-Dazs in China's top ice cream market will once again be challenged. Nestlé will launch its first top-ranking ice cream brand in China, the "Mo Fan Bi," plus the same-grade ice cream "Fruit and Fruit Season" that Bright Food has already listed. The high-end ice cream market will no longer stand out.

Mövenpick Ice Cream is a brand acquired by Nestlé in 2003. At present, its global sales account for 10% of Nestlé's overall ice cream business. And because there is no production and processing in the country at present, all will be imported from Switzerland, so the price of Mövenpick ice cream is comparable to that of Haagen-Dazs.

According to a high-level Nestle ice cream business, the promotion of Mövenpick ice cream will begin with four- and five-star hotels and high-end restaurants in Shanghai, and will consider entering retail channels in the future.

Shanghai will become the most important promotion city for Mövenpick ice cream in China. Based on the success of Shanghai, the brand will gradually expand into cities with spending power such as Beijing, Guangzhou and Shenzhen.

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