Dreyer's Grand Ice Cream, Inc.: Dreyer's Branding campaign

Megan Mcnamer

Dreyer's Grand Ice Cream, Inc., began as a small candy store in Oakland, California. An innovative domestic distribution system—in which the company's refrigerated trucks supplied large grocery stores not only with Dreyer's products but also with rival brands—was credited in Forbes magazine with the initial growth of Dreyer's ice cream (called Edy's in the eastern United States).

Dreyer's Grand Ice Cream, Inc.: Dreyer's Branding campaign

Megan Mcnamer

Overview

Dreyer's Grand Ice Cream, Inc., began as a small candy store in Oakland, California. An innovative domestic distribution system—in which the company's refrigerated trucks supplied large grocery stores not only with Dreyer's products but also with rival brands—was credited in Forbesmagazine with the initial growth of Dreyer's ice cream (called Edy's in the eastern United States). "Ultra-premium" flavors—those using rich ingredients and commanding relatively high prices—became the most successful flavors for the company, and the marketing of these flavors in association with other prominent companies, such as...

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