When a shopper heads for the freezer, you have exactly five seconds to turn a craving into a sale. Here’s how to make every second count.
Speed through familiarity
In the impulse world, familiarity is the enemy of hesitation. Iconic brands act as visual anchors that slash decision time. When shoppers see Wall’s, they don't just "look", they buy.
The Power of the Big Three (the data doesn't lie)
- Magnum Classic isn't just a best-seller; it's a category dominant force. It outsells the competition at staggering rates:
o 8:1 against Oreo Sandwich*
o 21:1 against Mars and Snickers Ice Cream*
o 45:1 against Kinder*
o It currently holds a massive 17% share of all chocolate snack sales.*
- Twister & Calippo: When the sun comes out, these brands move faster than anything else on the market:
o Calippo Orange delivers a Rate of Sale (ROS) over 4x higher than Fruit Pastilles*.
o Twister Pineapple outperforms Fruit Pastilles and Smarties Pop Ups by 3x, and laps FAB with a 5x higher ROS*.
The Power of the New
While the icons drive your core volume, our NEW flavours keeps the freezer exciting:
- Encourage trade-ups: Premium innovations give customers a reason to spend more.
- Fuel excitement: Fresh launches keep your freezer from looking like a relic of last summer.
- Captivate kids: Fun shapes and vibrant colours are the ultimate magnet for younger shoppers.
Ready to dominate the summer?
Maximise your space with our Maxivision tiered displays or our high-capacity Vista sliding-lid freezers (available in 6, 12, or 18-basket models).
SOURCE:
*Nielsen GB Total Coverage & Total Impulse, 52 weeks to 15/11/2025. Impulse is Total Coverage excluding Mult Grocers.
