![]() ![]() READ MORE: How Häagen-Dazs is reimagining the brand for the Instagram generation Shoppers take seconds to look beyond a shop door so you need to stand out.” Mills adds that Coconut Naturally is a recent investment boost to focus on marketing and rebrand its packaging next year: “It is so important to have eye catching branding when you’re in a freezer behind a glass door. It has to be Instagrammable and the packaging has to be pretty enough to catch somebody’s attention.” We put the calories front and centre as that’s the number one differentiator. Halo Top’s Bouton says he too d oesn’t underestimate the importance of packaging. He explains: “We loved the minimalism of Apple and we wanted to make sure wasn’t too cluttered because when you say everything you say nothing. ![]() If something looks beautiful you are more likely to trust that it’s going to taste beautiful.” buy with their eyes and eat with their eyes. However, it’s not just healthier ingredients and better taste that consumers are demanding they also want packaging fit for Instagram.Ĭollins explains: “We think about the whole experience, not just eating. They actually want something that tastes amazing and is made with ingredients they understand and trust.” Packaging fit for Instagram “Consumers are more discerning and people won’t just eat any old thing. ![]() ![]() “There has been an overall shift to people eating healthier and more plant-based foods over the past 10 years” explains Louise Collins, marketing manager of dairy-free truffle and ice cream company Booja-Booja. The food industry is experiencing rapid changes, from a rise in plant-based burgers to a decreasing interest in fizzy drinks, consumers want more nutritious options that still taste good. This is in part due to consumer demands for a healthier lifestyle. READ MORE: Halo Top on disrupting the ice cream market: We haven’t been trained to think inside the box In 2015, the company was “hanging by a thread” and he was struggling to persuade retailers to keep stocking the product, but now the brand sells across the US and in most major UK supermarkets. Halo Top’s president and chief operating officer, Doug Bouton agrees. The big multiples, they all recognise the need for different ice creams.” Mills says: “When we started we were targeting Planet Organic and Ocado and these more niche premium retailers, and we’re still targeting those customers, but we’re also in Morrisons and Asda now. It’s not just large brands who are reacting to the rise in demand, retailers are also taking note. To say we were dairy-free, vegan and used coconut all took quite a lot of explaining but fast-forward three years and people just get that now.” She explains: “When we were at the food shows a lot of time was spent explaining the product and why we were needed. Big players like Ben & Jerry’s, Häagen-Dazs and Magnum have all introduced either low-calorie or vegan ice creams.Ĭecily Mills, founder of organic dairy-free ice cream brand, Coconuts Naturally, says since she founded the brand in 2015 “the market has blown wide open”.Ĭonsumers are more discerning and people won’t just eat any old thing. However, their impact on the wider industry shouldn’t be underestimated. However, they still make up only a small proportion of the industry with the same research finding craft brands make up 10% of all ice cream launches in the UK. According to research from Mintel, the number of dairy-free ice cream launches have more than doubled (up 166%) in the five years to 2017. LA-based low-calorie ice cream brand Halo Top has played a large role in the explosion of craft ice creams, with Unilever and General Mills both noting the startup’s influence on the industry. Graeme Pitkethly, Unilever’s finance director, highlighted how “very, very quickly” Halo Top had grown taking “1.5 share points from us” while General Mills noted that Halo Top had influenced its own growth strategy.īut Halo Top is not the only one, with vegan, organic, gluten-free ice creams all becoming more common. This burst of new brands has also helped push supermarkets’ overall ice cream sales over the £1bn mark for the first time this year, which is making more established players take note. Take one look at the freezer aisle and there are now a multitude of new and interesting brands that break away from tradition, offering low-calorie, dairy-free, organic and healthy experiences, all housed within Instagram-worthy packaging. The ice cream market has seen a flurry of new brands enter the sector as companies look to tap into consumers’ desire for healthier alternatives. ![]()
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