Silhouette Brands Inc, a New York City-based frozen novelty company, has successfully launched its Skinny Cow low-fat ice cream brand in the United Kingdom. Through a license agreement with UK producer Richmond Ice Cream Ltd, the products were launched exclusively in Asda Wal-Mart in January 2004 for a nine-month period. A nationwide rollout of Skinny Cow products is scheduled to begin in October 2004.
In October 2003, Silhouette signed a licensing agreement with Richmond. The agreement enables Richmond to manufacture and market a range of frozen novelty products under the Skinny Cow brand, building upon the success of the brand in the United States. Richmond was initially approached by Asda Wal-Mart, which felt the brand could thrive in the UK healthy ice cream market.
