DMK goes ‘Back to the Moo-ture’ with new and old ice creams

By Jim Cornall contact

- Last updated on GMT

A partnership with Diageo has led to a new Baileys ice cream.
A partnership with Diageo has led to a new Baileys ice cream.

Related tags: Ice cream

Germany’s DMK Group is launching several new ice creams in different categories through its business unit DMK Ice Cream.

The company is pushing the nostalgia button by reintroducing some varieties from its traditional Sanobub brand, which has been in existence since 1949.

Under the MILRAM brand, DMK will release a fruity skyr ice cream, and the company is also teaming up with Baileys with an Irish cream liqueur turned into ice cream.

Reintroducing variants

With the relaunch of the Sanobub brand, DMK is reintroducing older varieties as well as the ‘Kuh Lore’.

sanobub

Under the name ‘Back to the Moo-ture’, the Münsterland regional brand will be available from April in the form of a 1,000 ml family-size pack. Flavors include erdbär (strawberry), schokidoki (chocolate), vanilleschnute (vanilla) and trikuhlore (Neapolitan); the latter is also available as a 2,500 ml option.

In addition, there will also be a ‘bunte tüte’ grab bag with ice lollies, waffle cones and a sandwich, as well as a ‘nacho kuhramell’ multipack.

Reach for the skyr

With the MILRAM skyr ice cream, DMK will also be offering a novelty in the ice lolly segment starting in April.

DMK skyr

There will be two fruit varieties: apricot-seaberry and raspberry-cranberry. By using skyr, the ice cream also scores points as a source of protein with little fat.

As a further innovation, MILRAM will be offering a buttermilk ice cream in an 850 ml family-size bowl. The ice cream confection is available in lemon, raspberry and strawberry.

Big on Baileys

DMK has also partnered with Diageo and its brand Baileys, and will launch Baileys ice cream – in 500 ml cups in the flavors ‘Coffee Delight’ and ‘Chocolate Secret’.

In addition to ice cream cups, the combination of Baileys and ice cream will also be available on a stick in the ‘Coffee Dream’, ‘Caramel Sensation’ and ‘Chocolate Deluxe’ varieties.

Declan Hassett, senior licensing manager at Diageo, said, “We are excited to be partnering with DMK to bring Baileys into new treating occasions. This premium ice cream offering will allow consumers to experience the unmistakable taste of Baileys in new and delicious ways.”

Marcus-Dominic Hauck, COO of DMK Ice Cream, said as part of the company’s realignment, there is a drive to build up and establish brands while developing new segments.

“With the comeback of our cult favourite brand Sanobub and the development of the first MILRAM ice cream, an important step in the right direction has been taken, and this encourages us to continue on our chosen path,”​ Hauck said.

The company said the April launches are part of changes announced last year. In June 2017​, the company responded to what it called a ‘crisis year’ (2016) by announcing plant closures, and four new goals, one of which was a more focused portfolio.

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