German frozen desserts brand Coppenrath & Wiese has appointed Pelican PR to cover expansion in the UK market.
Pelican will carry out media relations, research projects, digital activities and promote the brand through consumer and trade press.
Bernard Maher, commercial manager at Coppenrath & Wiese said: "I believe the time is right for a brand to pick up the mantle and develop the frozen desserts category, which is dominated by own-label.
"Pelican’s creativity and experience of the food industry will help communicate the benefits of frozen desserts to consumers, whilst highlighting the innovation and product differentiation branded desserts offer within the category."
The brand currently has a nine per cent value share of the UK frozen desserts category.