Unilever to distribute Sara Lee’s premium range of ice-cream in Australia

Posted by Daniel Palmer on 16th June 2009

Unilever Australasia and Sara Lee Australia today announced a distribution agreement for the full service supply of the Sara Lee Premium Ice Cream range to the ‘out of home

Sara Lee, the first brand to enter the Super Premium ice cream market, has close to 30% of the Super Premium segment and is the market leader in frozen desserts in the grocery distribution channel.

Sara Lee’s out of home distribution has, to date, focused on cafes and restaurants, with the new deal designed to improve access to a much wider range of distribution channels – including service stations and convenience stores.

Eugene Scholten, Managing Director of Sara Lee Bakery Division, said the deal with the maker of Streets would offer considerable benefits for the Sara Lee brand.

“Sara Lee has a very strong position in the retail grocery Super Premium ice cream market so it only makes sense that we expand our footprint in the out of home market,” he explained.

Alain Moffroid, Vice President Customer Development, Unilever Australasia, echoed similar sentiments.

“Sara Lee is a trusted brand that everyone knows and loves, and now consumers will be able to buy Sara Lee in service stations and convenience stores nationwide,” he said. “We look forward to distributing a brand with such a strong franchise that will work hard for our customer’s business and delight consumers across Australia.”

Unilever will begin distribution of Sara Lee premium ice-cream products next week.