The intention

The Italian Ice Cream Maker Spica developed the forerunner of the A croissant in 1959. When Unilever in 1962 when they visited Spica, they were so enthusiastic that the Italian ice cream producer was immediately taken over. The intention was to successfully further develop the ice cream cone with vanilla ice cream for mass production.

The approach

Not in 1985 became the A croissant marketed as we know it now; a prepackaged ice cream cone, made from vanilla ice cream in an Oubliehoorn, topped with chocolate sauce and sprinkled with pieces of hazelnut, and…..an unintentional chocolate dot at the bottom of the ice cream cone.

Unilever spent years on research and significant investment to adapt the production process and solve the chocolate tip problem.

The result

And that worked!
The renewed horn, with a crispy oblie point without chocolate was proudly launched.
However, the consumer, reacted disappointed. That chocolate point was the extra treat with the last bite.

The lessons

Sales fell and numerous complaints came in.
Unilever decided, despite all research and investments, to add the chocolate point again… this again required a significant adjustment of the machines.

Further:
The Cornetto has been in the top in many countries for years 5 of the best selling ice creams.

Author: Gerard

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