Häagen-Dazs nets Wimbledon deal

Häagen-Dazs has been signed up as the official ice-cream supplier of the Wimbledon tennis championships for the third year running.

Brand owner General Mills is celebrating the link-up with a host of promotional activities with most of the UK's major multiples. The push will run during this year's tournament, which is due to finish on July 6 and includes Wimbledon-themed displays and in-store sampling.

General Mills is also rolling out Raspberries & Meringue as a limited- edition flavour to coincide with its Wimbledon sponsorship.

At the championships, two branded shops and 18 other outlets will sell the entire Häagen-Dazs range. During the second week , the brand will also host a sampling event in Broadgate Arena called Sets and the City. Here, people who can't get to Wimbledon will be able to catch up on play while sampling the new limited-edition flavour, which will be served with Champagne cocktails.

Sales director of General Mills UK Andy Foweather said: "Häagen-Dazs is already

generating annual retail sales of £37 million and growing by 12.2%. The ongoing association with Wimbledon will

deliver another

sales uplift."