Ramadan is the perfect time for innovation with dates (kurma). In Indonesia, Unilever’s ice cream brand Wall’s has launched a limited edition ice cream called Arabian Delight. This vanilla ice cream in a cup contains kurma syrup, honey and topped with raisins and almonds.
It is crucial for brands to position their products to become the top choice for consumers to break their fast. In this example, Wall’s has come up with an ice cream in a convenient cup format to encourage Muslim consumers to break their fast first with Wall’s Arabian Delight, which can be done on the road home.