Wall’s is a British ice cream and frozen dessert brand owned by the Anglo-Dutch food and personal care conglomerate Unilever. Originating as an independent food brand in the United Kingdom, Wall’s is now part of the Heartbrand global frozen dessert subsidiary of Unilever, used in Australia, China, Hong Kong, Europe, Indonesia, India, Malaysia, Mauritius, New Zealand, Qatar, Saudi Arabia, Pakistan, Singapore, Thailand, the United Arab Emirates and Vietnam. Unilever also uses a merged brand called Kwality Wall’s in Southern Asian countries such as India, Pakistan, Bangladesh, Bhutan, Brunei, Myanmar, Nepal, Sri Lanka, Thailand, Singapore and Malaysia.
Unilever continues to use the brand for ice cream in the UK and it has become part of the company’s international Heartbrand strategy, where it retains its local ice cream brand but shares one logo and most of the product’s lineup with the various other Heartbrand brands across the world. Whilst remaining (2006) the market leader in the UK for individual hand-held products such as Cornetto and Magnum, and value-added multi-portion products designed to be eaten at home, such as Viennetta, the Wall’s brand faces severe competition from the major supermarket brands and to a lesser extent from Nestlé (absorbing the Rowntree’s and Lyons Maid brands) and Mars spin-off ice cream products.
