"This family favorite is as simple as it's iconic - sponge cake rolled over vanilla ice cream, with a layer of raspberry jam between the two. Think Swiss roll, but from the frozen aisle. The dessert became so popular that more than 25 miles of Arctic Roll were sold per month during the 1980s."
"By the mid-1990s, Arctic Roll fell out of fashion, and Birds Eye discontinued production, much to the dismay of its ardent aficionados. But then, in 2008, when the economy took a downturn and people were looking to save every penny, Birds Eye had the genius idea to re-launch the Arctic Roll, and even added a chocolate version."
"After its re-release in December 2008, sales in the following few months were estimated at around three million boxes, equivalent to £3.5 million pounds or about $5.1 million dollars. By April 2009, an estimated 250 miles of Arctic Roll had made it to British dinner tables."
Birds Eye Arctic Roll is a frozen British dessert consisting of sponge cake rolled around vanilla ice cream with raspberry jam filling. Introduced in the 1970s, it became enormously popular, with over 25 miles sold monthly during the 1980s, despite criticism from food writers. The product fell out of favor by the mid-1990s and was discontinued. Birds Eye relaunched it in 2008 during the economic recession, adding a chocolate variant. The relaunch proved remarkably successful, generating approximately £3.5 million in sales within months and 250 miles of product sold by April 2009. The dessert subsequently disappeared from shelves again, becoming difficult for consumers to find.
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