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Warehouse for Biedronka with the support of the province. Łódź. Almost 400 jobs
Growing appetite for ice cream
The latest data on ice cream sales in Biedronka indicate significant market growth in recent years, reaching a record level in 2023. Total ice cream sales in various categories exceeded 1.1 billion units, an increase of 13% compared to 2022. However, the dominant option is to buy impulse ice cream, i.e. ice cream that can be eaten immediately after purchase, e.g. on sticks or in cones. This category remains the market leader, accounting for over 70% of total sales in 2023.
– Data forecast for 2024 are also optimistic, even though the ice season is still in full swing. They also indicate a significant increase in the popularity of multi-packs. Their sales have shown a constant upward trend over recent years and reached the level of several million pieces in 2023 – says Rafał Aletański, a buyer in the Biedronka chain.
Looking at the history of ice cream, it's amazing that the ones that sell the best today were created by pure accident. Popsicles were invented by Frank Epperson in 1905 when he was only 11 years old. In winter, he left a glass of powdered orangeade with a stirrer inside on the outside window sill and ran out to play with his friends. In the morning he found a glass with frozen liquid, pulled the stirrer and… it was ready. It was similar with ice cream in a cone. In 1904, Ernest Hamwi was selling on the streets of St. Louis something that looked like waffles. Right next to him, Arnold Fornachou was selling ice cream. Due to high demand, the ice cream seller ran out of paper plates. Hamwi helped his friend by rolling one of his products into a cone, which turned out to be perfect for filling with ice cream.
There is also a visible trend related to the search for new taste sensations in the growing popularity of international cuisine, especially Asian cuisine. Therefore, it is not surprising that very popular products are, for example, mochi ice cream, inspired by Japan. These delicate ice balls covered with rice dough are gaining an increasing number of fans in Poland. They are available in many flavors at Biedronka, including: with mango or coconut flavor, priced from PLN 17.99 per package.
It is worth noting that Biedronka's own brand of ice cream – Marletto – has gained a group of supporters and is the most frequently chosen brand among all brands available in the network. In June 2024 alone, 3 million more Marletto ice creams were bought in Biedronki than ice creams from other producers. And no wonder, because Marletto offers excellent flavors from the best ingredients at attractive prices.
Freezers full of promotions
The Biedronka chain celebrates Ice Cream Day in its own style, i.e. by preparing promotions. Until July 20, when you buy 2 multi-packs, the second one is cheaper, you can get 70% cheaper. The offer includes, among others: Marletto classic ice cream sticks, as well as more refreshing fruit flavors such as watermelon, apple or raspberry. Biedronka also offers, among others, Marletto Fairy Tale ice cream with popcorn and caramel for PLN 19.99 per package or a Marletto ice cream cone with walnut flavor and caramelized nuts for PLN 3.39 each.
More details about the Biedronka chain's offer and the regulations of promotional campaigns along with lists of products covered by discounts can be found at: www.biedronka.pl.
Communication like in a fairy tale
In the case of ice cream, Biedronka focuses on unusual forms of marketing communication. In this way, it promotes its new products – Marletto Fairy Tale. The network encourages participants to be inspired by the advertising spot and ice cream graphics and record a video presenting their fairy tale themselves. The video should be published on TT or IG. Details of the competition, which lasts until July 31, at: biedronka.pl/marletto-konkurs.
The well-known graphic designer Magdalena Kaczanowska also joined the promotion of this brand, designing an extraordinary mural that was created in Warsaw at ul. Tamka 20. The mural can be seen until August 25.
