Potz offer a pick 'n' mix experience in ice cream

Nestle ice cream maker R&R plans to bring pick'n' mix shopping to the freezer aisle with its new Potz range of ice cream tubs.

"It was interesting to see how the taste of certain foods and wines can change or be accentuated when the right wine is pared with the right food. So I decided to do the same with beers.""I am a beer lover and I do not feel beer gets the respect it deserves," he said. "My original training came when I was the manager of Bravo! Italian restaurant and got to see first hand how sommeliers and chefs pair different styles of foods with different styles of wine."You hear from the people who quit their jobs to brew beer why they chose to brew a certain beer and whose picture is on the packaging and why. So much of the presentation is the story behind the beer."Denby Dale-based ice cream maker Yummy Yorkshire, the Grumpy Mule brand from Meltham's Bolling Coffee and Dewsbury firm Curry Cuisine were among those to be featured."Sure there have been beer tastings at other places, but usually they are done with a representative of the distribution company and normally do not involve dinner. By having the actual company here, our customers can ask questions about brewing styles and tasting," Robertson said."Having a three-for-[pounds sterling]3 offer would encourage shoppers to buy the different tubs as in a pick 'n' mix area, and the retailers are very excited about this prospect," she said.The ice cream tub market has already seen new launches from Baskin-Robbins and Asda's Loaded own-label range this summer, but R&R predicted the familiarity of the parent brands and the soft "McFlurry-like" vanilla ice cream would engage with families and differentiate it from premium single tubs.Capital City Beverages, a major beer distributor in Central Mississippi, participates by inviting brewery owners and brew masters to attend the dinners. Vice president Brian Drennan agrees this adds to the success of the events. "The popularity of craft beer in Mississippi has exploded in the past few years. People are looking to try new and different styles of beer," he said, "but what makes the beer dinners a success is the opportunity for beer enthusiaists to interact with the owners and brew masters. I have never been at a dinner where someone simply read from a note card or the back of a bottle.

R&R has teamed up with DVD rental service Lovefilm to raise the profile of the product throughout October, with Potz-branded DVD envelopes, advertising on the Lovefilm website and money-off vouchers for members.

Author: Lisa Riley, Alex Beckett