Streets has intensely plunged the price of its individually sold Cornetto ice creams to just AUD$2.00.
Australian Food News shared that Cornetto had a previously recommended retail rpice of AUD$3.00. Additionally, Streets is introducing a new flavor Strawberry Choco along with the introduction of the new price.
The Cornetto Strawberry Choc consists of strawberry and chocolate ice cream. The mixture of two flavors are added in Cornetto's usual wafer cone with chocolate sauce and choc chips on top.
Cornetto's latest flavor will join the existing vanilla and chocolate flavors. The $2.00 ice creams will sell in petrol stations and convenience stores across Australia. Moreover, Streets Ice Cream Marketing Director Anthony Toovey said that a multimillion dollar communications campaign will support the price-relaunch.
"We are always looking for opportunities to innovate in the ice cream category. This is a very competitive market and it's important we provide consumers with even more reasons to love Cornetto," Anthony said. "The $2 price point is about unlocking growth for Cornetto and bringing new consumers to the category through this 'loose change' offer. We believe that this initiative has the potential to significantly grow the ice cream category and reconnect consumers with ice cream on a more regular basis."
To recall, Peter's Drumstick launched two new flavors with popular Australian celebrities singer Jimmy Barnes and artist Dame Edna in August 2015 Street's major revival. The campaign appeared to generate good sales and strengthen the company's market position as Australian summer approaches at that time.
Peters CEO Stephen Audsley named Drumstick as one of the company's leading brands when UK-based R&R Ice Cream acquired Peters Food Group Limited from Pacific Equity Partners (PEP) in May 2014.
"With the backing of R&R, Peters will continue to invest in its market leading brands including Drumstick and Connoisseur and in its long history of innovation," Stephen said at the time.
