Introduction
Cracking the German market
Sun Lolly, a beloved Danish brand known for freeze-at-home ice lollies, set its sights on the lucrative German market, which is known for both its vast potential and complex entry barriers. Among the key challenges were limited distribution channels, low brand awareness, and limited access to major retail chains such as EDEKA and REWE, with their central, regional, and partially independent stores. To ensure a successful market entry, we collaborated with Sun Lolly to develop a clear market positioning and a targeted go-to-market strategy, which delivered strong double-digit growth.
How it began
An untapped opportunity
While a Dane consumes an average of 12 Sun Lollys per year, a German barely tastes even half of one. The estimated revenue potential? A staggering 384 times of the current sales.
Unlocking this opportunity required combining market expertise: our Danish team’s knowledge of Sun Lolly’s brand heritage and our in-depth understanding of the German retail landscape. Through competitor analysis, retailer interviews, and consumer research, one insight stood out: the freeze-at-home ice lollies were still an untapped market in Germany. That meant establishing a strong retail presence had to be the first step.
Developing the solution
From unique selling points to authentic positioning
Based on our analysis, we identified key differentiators that resonated with both retailers and consumers. By adapting the product offering to regional preferences and target audience insights, we turned the differentiating factors into a strategic advantage. This paved the way for a compelling creative concept that positioned Sun Lolly as the go-to freeze-at-home ice lolly – an authentic and refreshing summer treat.
The outcome
Go-to-market strategy with influencer marketing
The final creative concept was brought to life through a targeted go-to-market strategy for the German launch. This included a strategic selection of marketing channels to reach a broad audience (including major retailers like EDEKA and REWE), generate interest, and drive traffic to the website. Key tactics included industry magazine inserts and social media ads. In the second phase, the focus shifted to engaging with both retailers and consumers. Strategic collaborations with influencers and content creators were leveraged to boost audience engagement, making Sun Lolly a talked-about summer essential in the German market. The year 2024 closed with strong double-digit growth, and 2025 began on a high note: German traffic on sunlolly.com tripled, making Germany the biggest contributor to the global site traffic. With high retailer engagement and an updated website supported by new communication deliverables, Sun Lolly continues to drive consumer activation and positive retail feedback.
About Sun Lolly
Sun Lolly has been synonymous with fruity ice lollies since 1979 in Denmark. Today, Sun Lolly is available in over 15 countries across two continents. It is part of beverage manufacturer CO-RO, which supplies 3.5 billion drinks and frozen treats to over 80 countries worldwide.
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Bjørn Olsen
Partner, Country Manager Germany
