ENGLEWOOD CLIFFS, N.J. – After staying in the cold shadows of ice cream for years, gelato has finally come into its own, Advertising Age reports. National food manufacturers such as Nestle and Unilever are poised to push their gelato brands in order to capitalize on the hot interest in this frozen treat.

A few months ago, Breyers jumped into the market with its “Gelato Indulgences” line. The launch “is our most significant food launch in Unilever this year, so our marketing plan is crafted as such,” said Nick Soukas, director of ice cream at parent company Unilever.

Haagen-Dazs, owned by Nestle USA, added to its year-old gelato brand with new flavors, such as pomegranate swirl and caramelized banana chip. Nestle shelled out $16.2 million on gelato promotions in 2013, with plans to spend even more in 2014, said Joy Richardson, Haagen-Dazs associate brand manager. Haagen-Dazs gelato sales were around $40 million over the past 12 months. Meanwhile, Talenit, a national grocery store gelato brand with distribution at 7-Eleven and Walmart, will run ads for the first time.

The popularity of gelato can be traced to more consumer mobility. “More and more people are traveling internationally. They are getting exposure to these delicious treats,” said Soukas. “They come back, and they are looking for that similar experience.”