Loseley aims to scoop top spot

Ice cream manufacturer Loseley is launching a super premium range to compete with Ben & Jerry’s and Häagen-Dazs next month, with packaging created by Catapult.

The consultancy won the project following a three-way creative pitch against MCB and SPD Advertising Design.

The Loseley Luxury brand will launch with two flavours, Truly Scrumptious, a combination of caramelised brown bread in a caramel sauce and Marsala wine, and Simply Delicious, made with caramelised apple and cinnamon with Calvados.

The Luxury brand is designed to be more modern and more upmarket than Loseley’s premium range. Its packaging is intended to appeal to an upmarket adult audience of food lovers.

Loseley is also extending its main range with the launch of rhubarb crumble and sticky toffee pudding flavours in May.