Italian premium ice cream company Grom is planning to expand its activities to the global retail channel.
Currently, the Turin-based company sells its products in around 90 specialist ice cream shops, of which 70 are located in Italy.
After being bought by Unilever in 2005, the multinational company has devised a strategy of selling Grom ice cream in tubs through the retail channel, initially in Italy and later globally.
Marketing Push
During the first marketing phase, there will be seven Grom tub SKUs: four creams (pistachio, coffee, chocolate and Grom) and three sorbet (strawberry, lemon and raspberry). They will contain 500 ml of product, according to daily La Repubblica.
Company founder Federico Grom told Corriere della Sera that China represents an especially interesting market, where the goal is to sell products in retail outlets like Sam's Club, Cityshop, Ershang, Crve Olè and Jenny Lou's.
Another initiative is the opening of Grom corners in Carrefour Gourmet supermarkets – two are already operating in Rome and Milan. These 'corners' are in fact ice cream concessions, offering cones and cups for retail customers.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine
