Brand of Brothers has partnered with the Hershey Company to launch an exclusive range of indulgent ice creams across all of Iceland’s doors in the UK, Iceland online, and The Food Warehouse. The range will be available in over 1,000 stores nationwide from April 2022 so being perfectly timed for the start of the ice cream season.

This marks the first time Brand of Brothers has partnered with Hershey’s which is one of the UK’s fastest-growing confectionery brands. This exciting new range launch is complimentary to MDR Brand Management’s wider partnership across frozen desserts. The team has worked with The Hershey Company for global licensing opportunities for the last decade.

The ice cream product development by the Brand of Brothers team pays homage to the iconic Hershey’s Cookies ‘n’ Creme chocolate bar in creating an indulgent white chocolate coated stick with a creamy, cookie filled ice cream, (available as a 3 x 90ml multipack). Completing the new range are Hershey’s Cookies ‘n’ Creme and Hershey’s Strawberry Cookies ‘n’ Creme (each available in a 500ml tub).

Greg Ovenden, Product & Marketing Director Brand of Brothers explained “Hershey’s is a fantastic addition to our growing portfolio in ice cream and we are delighted to work closely with them and Iceland for its debut in the UK. Both handheld and the premium luxury tubs category have seen growth over the last year and we expect both the sticks and the tubs to be a big hit with Iceland’s customers this summer.”

Daniel Avener, CEO MDR Brand Management commented: “Ice cream has proven to be a key category for Hershey’s brand extension programme across the world and we’re delighted to support this innovation, across formats and flavours to the UK market for the first time. We’re excited to be working with Brand of Brothers to make this happen”

About Brand of Brothers

Brand of Brothers was established in 2013 by Greg Ovenden, David Taylor, and Matt Fulbrook who combined their 60 years’ experience in ice cream to create a licensed business across UK & EMEA with a portfolio of iconic brands from around the world. Licenses include Britvic, Swizzels Matlow and the low-calorie powerhouse Halo Top. To learn more about Brand of Brothers visit www.brandofbrothers.co.uk

About The Hershey Company

The Hershey Company is headquartered in Hershey, Pa., and is an industry-leading snacks company known for bringing goodness to the world through its iconic brands, remarkable people and enduring commitment to help children succeed. Hershey has approximately 19,000 employees around the world who work every day to deliver delicious, quality products. The company has more than 100 brand names in approximately 80 countries around the world that drive more than $8.9 billion in annual revenues, including such iconic brand names as Hershey’s, Reese’s, Kit Kat®, Jolly Rancher and Ice Breakers, and fast-growing salty snacks including SkinnyPop, Pirate’s Booty and Dot’s Pretzels. For more than 125 years, Hershey has been committed to operating fairly, ethically and sustainably. Hershey founder, Milton Hershey, created the Milton Hershey School in 1909 and since then the company has focused on helping children succeed. To learn more visit www.thehersheycompany.com

About Iceland Foods

Iceland is the UK’s leading frozen food specialist and one of Britain’s fastest-growing and most innovative food retailers. Founded in 1970 by Sir Malcolm Walker the business operates from more than 1000 stores across three channels; Iceland, The Food Warehouse and Iceland Online. www.iceland.co.uk About MDR Brand Management MDR Brand Management is an award-winning brand management business that helps to protect and build commercial value for brands across the world. Opened in September 2018, it is the first brand management business to be launched by a leading law firm in the UK, Mishcon de Reya. MDR Brand Management also provides mentoring services to aspiring British luxury companies through Walpole’s Brands of Tomorrow programme.