Häagen-Dazs, one of General Mills UK's brands, offers an alternative ice cream solution for the leisure sector in that it is designed to appeal to more sophisticated, adult consumers who are seeking an indulgent treat.

The company that believes the brand's mini tub offer is ideal for the leisure and hospitality sector, each 100ml tub coming with its own spoon which means that it can be enjoyed in a wide range of different environments.

The product is available in eight flavours, of which Häagen-Dazs research reveals Vanilla, Belgian Chocolate, Cookies & Cream and Strawberry Cheesecake to be the best sellers.

The latest innovation from Häagen-Dazs is its Ice Cream Smoothies, fruit blends combining refreshing fruit sorbets with creamy fruit ice creams. The two flavours, Raspberry & Summer Berries and Mango & Apricot, are both presented in packaging with a striking contemporary design.

2009 will see Häagen-Dazs being supported through a £5m marketing campaign, with high profile activity including national TV and consumer press advertising, plus a bespoke marketing programme for the leisure sector.

The brand has also benefited from its association with prestigious events such as the Wimbledon Tennis Championships, where it is the official ice Cream supplier.

With sales reportedly increasing by 12 per cent annually, luxury ice cream sales are growing twice as fast as total ice cream sales. Häagen-Dazs, which research shows to be one of the major growth drivers within luxury ice cream, is growing at 16.2 per cent yearly.