Arctic Roll back in fashion

Retro dessert makes a comeback as everyone looks for cheaper treats

Arctic Roll is making a comeback on supermarket shelves across the country as consumers look for cheap treats during the credit crunch.

Birds Eye says it is bringing back the ice-cream-and-sponge-cake pudding ten years after axing it due simply to 'overwhelming consumer demand'.

However, the new Arctic Roll is getting a suitably modern makeover and will be available in both raspberry ripple and triple chocolate flavours, while at the same time, somehow, being healthier (we're not quite sure how that's being achieved, but will presume something has been done to lower the calories).

'During the Eighties the dessert was so popular that more than 25 miles of Arctic Roll were sold per month,' Birds Eye's marketing director, Ben Pearman, told The Grocer.

'We are positive we can reignite this popularity among the new generations. We are not marketing it as an exclusively retro brand and we have plans to launch new products next year.

'While a number of consumers have begun to see the benefits of frozen food, we want this campaign to really drive home the message that frozen is a great-value alternative to fresh and chilled items.'

The dessert will be sold for £1.99 per roll, although will be discounted to just £1 during the company's 'Make Your Pound Go Further' campaign next year, which will also see products like fish fingers and crispy chicken sold for £1, too.