A controversial new booze-flavoured icecream has gone on sale in New Zealand.
Illicit Vodka Cranberry Magnums arrived in shops this week for a limited 10-week promotion.
Anti-alcohol campaigners said last night that they were concerned at the "further normalising of alcohol".
"We are struggling enough with alcohol-related problems in this countryand we could do without this," said Alcohol Healthwatch director Rebecca Williams.
Streets, which makes the Magnums, said the icecreams contained no alcohol. Spokesman Mark Rycroft compared the new line to the rum and raisin flavour, which had been on sale for years.
"The Magnum range is targeted towards adults and marketed in that way."
But a spokeswoman for the Alcohol Advisory Council said the icecreams would still fall into the hands of young children and act to introduce them to alcohol.
"These products are flooding our shelves, creating a culture where alcohol is everywhere. Do we really need that?" said the spokeswoman.
The vodka-flavoured icecreams come just months after biscuit-maker Arnott's introduced Tia Maria Tim Tams and Kahlua Slices.
"It's all about alcohol branding and we are expecting to see more and more of this," said Ms Williams.
"It's sending out the message that alcohol is an everyday thing that people can, and even should, have."
The icecreams provoked an outcry in Australia last week.
