In an effort to boost winter sales and “deseasonalize” a summer category, Unilever PLC is rolling out more collection points to target customers for ice cream products (under brands including Ben & Jerry’s, Magnum, Klondike and Popsicle) and pitching that it is always “20 degrees [Celsius] on your sofa.” Interestingly, the company originally got into ice cream to reduce seasonality:
“Deseasonalizing” ice cream, as the industry puts it, to make sales less lumpy has been a Unilever priority for years. Ironically, the company’s nearly 100-year-old ice cream business started as an effort to offset slumping meat sales in the summer months.