Drumstick celebrates 50th anniversary with new ice cream flavours

Posted by AFN Staff Writers on 4th December 2013

Peters Ice Cream’s iconic Australian ice cream cone brand, Drumstick, will mark its 50th anniversary this summer, with the Company releasing three new flavours to celebrate.

The new Drumstick flavours are ‘Banana Lounge’, ‘Toffee Tanlines’ and ‘Cherry Sunset’.

“Drumstick is Australia’s original ice cream cone and has been synonymous with Australian summer for five decades,” said Emma Jane Collins, Peters Ice Cream Head of Marketing. “Celebrating Drumstick’s 50th anniversary is an exciting milestone for us, and it’s great to see 50 years on, it’s still a favourite for Aussies young and old,” she said.

Peters Ice Cream said it is also celebrating the milestone with a campaign designed to ‘celebrate summer’. The Drumstick brand will partner with radio station Nova FM for six weeks from 16 December 2013, encouraging the station’s listeners to share their favourite summer ritual at the radio station’s website. A Facebook app has also been developed for the Drumstick Australia Facebook page, encouraging fans to create and share photo boards that show their favourite summer memories and rituals.

Drumstick was first launched in Australia in 1963 and remains a popular choice for Australians. According to data from market research organisation Nielsen published in the ‘Retail World Grocery Guide 2012’, the Drumstick brand held 15.2 per cent value share and 13.2 per cent volume share of the $486 .5 million multipack ice cream segment in 2012. Drumstick is part of the Peters Ice Cream brand portfolio, which was acquired by Pacific Equity Partners in 2012.

The Drumstick ‘Summer Celebrations’ range is available in supermarkets and convenience stores across Australia for RRP $3.60 each or $7.49 for a four-pack.

Cherry Sunset, one of the new Drumstick flavours