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Substitutes are however available. There are other ice creams not in the "super premium" category. To an extent, these are real competitors. However for the market B&J caters for the up market 25-40's with a high disposable income their strategies should not have a great impact on B&J. The frozen yogurt lines which B&J now provides, has a number of direct competitors to deal with.
Dealing with other substitutes is not that simple. Expensive (or not) chocolate, cakes, croissants and other post meal consumables are realistic options for the consumer. Ferrara Rocha will assure you that their product is the perfect accompaniment to any meal...
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