Keto-friendly Nick’s Ice Cream on course to triple US revenues this year, expand into new categories

Nick’s has taken off like a rocketship in the US as consumers seek permissible indulgences – products with fewer calories and low carbs, that still deliver on taste and texture – said Altschul, a dairy industry veteran who took the helm at Nick’s USA in January 2021.

We generated over $9m in gross sales last year – slightly less in net sales – and we are on track to triple that number for 2021 because we have amazing taste and texture, and unmatched nutritionals,”​ he told FoodNavigator-USA.

While Nick’s plays in multiple categories of the store in Europe​, including beverages, snacks and sweeteners, the US business initially focused on light ice cream, said Altschul. However, its keto-friendly bars (“they have​ the nutrition of a protein bar but taste like candy​”) – which launched direct to consumer at​ and will arrive at retail in due course – have been a big hit, while new ice cream sandwiches will come to the market shortly.

The bricks & mortar business is growing strongly, with 80% of retail partners increasing their SKU count during category reviews, and distribution growing from 3,500 stores at the end of 2020 to close to 6,500 today, said Altschul.

The subscription service now accounts for anywhere between 25 and 30% of our online business, depending on the month

However, the direct-to-consumer business, which has only been up and running for a few months, has been a runaway success story, he said, with distribution partner e-Tailer Inc – which handles ice cream distribution for multiple brands – claiming Nick’s notched up higher direct to consumer sales than brands such as Ben & Jerry’s and Häagen-Dazs in June.

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