Speciality Food April 2024

crisis, and an ongoing draw towards nostalgia. Its research found 64% of UK adults are looking for premium ice cream in classic flavours such as vanilla. This lines up with Sally’s sales. She says the likes of strawberry, vanilla, chocolate and honeycomb aren’t going anywhere anytime soon, while salted caramel has become a ‘new classic’ and a bestseller. “I know the buyers don’t particularly like it,” she says, “but actually the public do. It’s been quite interesting. A lot of flavours come and go, but salted caramel has stayed a firm favourite – especially in our range. I think people are verymuch aware of lots of different flavours, and certainly there are people looking for newflavours all the time,” Sally adds, “but themajority 38 28% of UK ice creamconsumers said they would be interested in trying vegan ice creams, and 26% said they would be interested in trying reduced sugar ice creams.” Artisan and small batch ice creams continue to be highly sought after – offering consumers a premiumand authentic experience. This appetite for better ice cream chimes with Simply Ice Cream founder Sally Newall, who says the business moved to a new site in 2022 tomeet growing demand, while steering into the own label arena. Simply Ice Cream’s main focus is the independent sector, which is important, Sally says, for preserving the art of crafting real ice cream. It is the farm shops, delis and food halls which should be flying the flag for premiumproducts – and inmost cases they are the only places where consumers can get their hands on artisan-made ice cream. “Obviously the supermarkets always try to do local,” she adds, “and there is a presence of local ice cream in some supermarkets but they are, I think, focusingmore on own label now, and taking themarket share from the likes of Ben & Jerry’s. I think that’s going to continue.” Gelato is rising in significance in the UK too. Paolo Pomposi, founder of Badiani Gelato, says sales in his business alone increased by 23.7% between 2022 and 2023. He attributes this to customers seeking products made with natural ingredients. “The growth in sales reflects not only a trend towards frozen desserts, but also an increasing consumer preference for artisanal, high-quality gelato,” says Paolo. “It underscores our commitment to authenticity and quality, which resonates deeply with British consumers looking for an exceptional dessert experience.” Gelato, Paolo adds, is distinct from ice cream, offering something a little bit different to those seeking a frozen treat. “Made with a higher proportion of wholemilk and less cream, gelato contains less air and fat than traditional ice cream, resulting in a creamier texture and amore direct delivery of flavours to the palate. The use of natural ingredients, including fresh fruits, nuts and chocolates, enhances the overall taste and appeal, aligning with the growing consumer preference for real, wholesome foods.” Keeping it real absolutelymatters, agrees Sally, who thinks a huge part of premiumartisan ice cream’s appeal is its lack of ultra-processed ingredients, as the presence of UPFs continues to turn off customers. “We’re all starting to lookmore closely at what we are ingesting,” she says. “More of us are acutely aware of what is going into our food, and retailers have a duty to be looking at that too. There are some really scary statistics about ultra-processed food, and the fact we are eating somuch rubbish in our diets is detrimental.” From the beginning Simply Ice Creamhas, like Badiani, been as natural as possible. “Ice cream shouldn’t need additives! A lot don’t have real dairy – it’s skimmedmilk powder and fillers,” Sally says. By choosing to work with premium artisan brands, Sally believes retailers can show “they are thinking about where food is coming from. And in returnwe can bemore flexible in terms of flavours and creating bespoke, seasonal and one-off products.” A taste of 2024 While there will always be consumers chasing the latest ‘it’ flavour, it’s childhood favourites that continue to win hearts on the freezer aisle. Mintel puts this down to a desire for reassurance during the cost-of-living of sales are always going to be in those simpler flavours.” Paolo’s biggest seller is also as simple as it gets. Buontalenti combines milk, sugar, creamand eggs. Alongside its variations, including pistachio, or hazelnuts and hazelnut chocolate spread, it accounts for 55% of his company’s sales by volume. “This preference,” Paolo says, “underscores a broader trend in themarket where consumers are increasingly leaning towards flavours that offer the balance of tradition and innovation, melding classic tastes with novel twists.” If you are going to go ‘off piste’ it’s tropical flavours that are capturing non-traditional customers, says Rupert. “Giving consumers a taste of the exotic, more adventurous flavours, @specialityfood SALLY NEWALL SIMPLY ICE CREAM RUPERT ASHBY BRITISH FROZEN FOOD FEDERATION PAOLO POMPOSI BADIANI GELATO DAVID GRIMWOOD THE FROIZE INN MATT WHELAN FIELDFARE COMMENTATORS R etro. Traditional. Old- fashioned. Nostalgic. It doesn’t matter howmany times trendsetters bang the drum about ‘the next big thing’ in flavours –what the average consumer really craves is comfort. And it’s rather ironic that what’s ‘trending’ right now across many categories of food and drink is time- honoured treats. Since the peak of the Covid pandemic, retailers and insight analysts have repeatedly cited familiarity as a key sales driver. Riding on the wings of this ‘new wave’ of interest in the classics are ice creamand desserts. Kantar reported a growth of 10% in themarket during the 12months to 26th November, 2023, with the British Frozen Food Federation (BFFF) attributing this largely to the re-emerging trend of the ‘big night in’ as people continue to spendmore on entertaining within the home, reserving trips to restaurants for special occasions. What do customers want from their ice cream? BFFF CEO Rupert Ashby says sales are additionally being driven by changing consumer tastes, rising demand for dietary-friendly and functional products, and increasing innovation. “There has beenmuch innovation and diversification in the ice cream and sorbets sector,” he explains. “The breadth of variety appeals to all consumers, with both newflavour combinations and comforting classics available.” A key trend, he says, is the rise of vegan, gluten free, lactose free, low calorie and sugar free options. “These products cater to the growing number of consumers who are looking for ice creams that fit inwith their dietary needs and lifestyle choices, without compromising on taste and indulgence. As reported by Statista, MAKINGTHE CLASSICS COUNT In a world that revolves around fast-moving innovation, when it comes to pudding consumers want a fix of tradition