Wall's releases limited edition Minecraft-themed ice cream
Wall's collaborates with Minecraft to release a special edition ice cream inspired by the popular game.
This initiative aims to leverage the growing fan base thanks to the Minecraft movie, while also providing a delightful flavor experience for gamers who enjoy snacking while playing.
The product launch is a strategic move to strengthen cultural relevance and add an element of fun and flavor in the freezer aisle. As the best-selling game of all time, Minecraft gained additional popularity last March through the release of A Minecraft Movie, which grossed $300 million in its first week at the box office. Since the film's release, the number of Minecraft players has increased by 30%, adding to the previously reached 170 million active users.
To capitalize on Minecraft's huge popularity, Wall's moved quickly to bring the Minecraft-themed ice cream from concept to shelf in just four months—a testament to the brand's agility and innovation.
As a tribute to Minecraft, Wall's newest ice cream bars are designed with three layers of differently colored blocks that mimic the layers of earth commonly dug in the Minecraft world. Each bar contains only 73 calories.
The product officially launched in the UK on July 1, coinciding with the peak ice cream season in Europe, and is available exclusively at Morrisons supermarket chain.