Baileys invigorates the fresh cream category

Dairy Crest and Diageo have teamed up to create pure food pleasure available all year round.

New Baileys Extra Thick Cream is available in two flavours; Baileys Original Irish Cream and Baileys with A Hint of Crème Caramel.
The Baileys brand, worth £95m per annum in the off trade and growing 5% year on year has a loyal customer base, with 11% household penetration, the highest of any spirits brand in the UK.

The core Baileys target market is 25-44 year old females, although everyone can enjoy Baileys.

The Fresh Potted Cream category is worth £247m MAT and growing at 4.4% year on year. Flavoured Cream accounts for a 2.3% share of this market and is valued at £5.7m.

Baileys Extra Thick cream range is set to re-invigorate the Flavoured Cream category and drive sales in an area, which has historically lacked a branded proposition.

"Baileys Extra Thick Cream is an exciting addition to the Fresh Flavoured Cream market. We believe these Creams will be a great success as Baileys is a strong brand with a loyal consumer base. Furthermore, in this current climate entertaining at home is on the increase and consumers are looking for affordable luxuries," comments Marc Dubery, Sales and Marketing Director - Liquids.

The launch of Baileys Extra Thick Cream is being supported by sampling and a creative consumer campaign. The campaign will run throughout the year and encourages consumers to use Baileys Extra Thick Creams to ‘Fall in love with Puddings all over again' by detailing lots of delicious recipe ideas.

Baileys Extra Thick Creams have a RRP of £1.89 and are packaged in eye-catching 180ml pots.

mmmm bet the women will love it....

Mixed messages methinks - the UK are a nation of obese, lazy, goo guzzlers (according to the so called 'experts') - and now for an encore - lets make the goo more attractive/available