Unilever 100 Year Effort to "Deseasonalize" Sales with Ice Cream
In an effort to boost winter sales and "deseasonalize" a summer category, Unilever PLC is rolling out more collection points to target customers for ice cream products (under brands including Ben & Jerry's, Magnum, Klondike and Popsicle) and pitching that it is always "20 degrees [Celsius] on your sofa." Interestingly, the company originally got into ice cream to reduce seasonality:
“Deseasonalizing” ice cream, as the industry puts it, to make sales less lumpy has been a Unilever priority for years. Ironically, the company’s nearly 100-year-old ice cream business started as an effort to offset slumping meat sales in the summer months.
Source: Saabira Chaudhuri | “Ben & Jerry’s in Winter? If You’re Home Anyway, Why Not?” | The Wall Street Journal | 12/11/2020 | Visit