The Ice Co, Europes largest manufacturer of ice, has heated up its ice offering by redefining the range and injecting a dose of warmth into new packaging designs to give stand out on shelf and make it easier for consumers to shop.

Research conducted by the brand, along with trends in the market, clearly defines that consumers use ice for several distinct occasions all of which demand a different ice product to add to the experience. From parties to the most premium drinking occasions, The Ice Co’s innovative range of ice products satisfies this demand.

Party Ice is trusted as the ‘go to’ product for parties, after all it’s not a party without it! However the 183%* uplift in Super Cubes sales, the most premium product in the range made from spring water, demonstrates that consumers are also choosing other ice products based on the experience they want.

“Consumers are at a stage where they feel embarrassed if they don’t have ice in the freezer when they have guests, and like a consumer chooses their drinks to suit the occasion, they are now also choosing their ice in the same way.” Ginny Durdy, marketing manager at The Ice Co says.

The Ice Co’s range includes ice cubes, crushed ice and large spring water ice cubes with brands including Party Ice and Super Cubes. The new designs will be rolling out across the major multiples this August. *Nielsen YTD

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