The range of Anchor extra thick cream with alcohol from Thomas Lowndes, a subsidiary of Allied Domecq, is being relaunched this Christmas with new packaging. There is also a new addition to the range.
The three-strong range comprises Anchor extra thick cream with Courvoisier VS Cognac, Tia Maria with real dairy chocolate and new Lamb's Navy Rum. The three liqueurs were chosen, said the company, because they blend perfectly with Anchor real dairy cream to offer a festive twist to any pudding, dessert or coffee.
The striking new can design combines the strong brand values of both the Anchor and alcohol brand names by using the same logo and colour scheme as that of the alcohol bottles. It is hoped that the makeover will enhance the products' appearance and provide maximum impact.
"As market leaders in aerosol cream our aim is to drive consumer attraction to the category and offer more variety and choice," said Gretel Edwards, brand manager for Anchor Cream at Arla.
"We know that consumers are looking for something extra special at this time of year and are willing to trade up to premium quality products for indulgent festive purchases. The use of Allied Domecq's three high profile liqueur brands Courvoisier VS Cognac, Tia Maria and Lamb's Navy Rum, combined with the new look can, will create interest in the category and drives sales this Christmas."
The squirty cream market is worth £17.5 million and is growing by 5 per cent year on year. The Anchor real dairy creams with liqueur will be available from November 2003.