I really like this product and the outdoor advertising has been terrific.
BUT...
There always seems to be a problem with these kinds of 'simplified' products - they don't taste very good or work very well (think environmentally-frendly detergent). I think this product will have great trial levels and little repeat.
It also poses a common branding problem which is how to launch a new brand variant that doesn't denigrate the parent. That weird stuff in regular Haagen-Dazs is what makes it taste so great. It seems that Unilever is unconsciously reflecting this dilemma as it is really difficult to find out anything about this range online. The website gives the following information :
All-natural ice cream crafted with only five ingredients for incredibly pure, balanced flavor... and surprisingly less fat!
and that's it. Not sure what the relevance of the 'surprisingly less fat is as it is left unexplained.
