Waitrose has recorded its highest frozen food sales on record in a normal week (i.e., outside Christmas and Easter) due to the long spell of hot UK weather.
Overall frozen food sales at the retailer are up 34%, with frozen burgers up 70% and frozen fruit sales up 50%.
Italian style ice cream products have proved particularly popular for the retailer, with a 200% increase in sales. Frozen torte sales have jumped 125%, while ice lolly sales have increased by 310%.
Ordinary ice cream sales have increased by 123% and the retailer is currently offering all Waitrose ice cream tubs at half price, including its new offering from celebrity chef Heston Blumenthal, 'Heston from Waitrose Salted Caramel Popcorn Ice Cream'.
The TV ad for the new ice cream product, which takes its inspiration from classic cinema fare options, aired last night at 7.15pm on ITV1 in the UK.
According to Waitrose marketing director, Rupert Thomas, "The quirky feel we’ve created is a departure from our usual style of advertising - the focus is on fun, as after all this is what eating ice cream should be all about."
© 2013 - ESM: European Supermarket Magazine by Ellen Lunney
