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Trendy flavours, new ice cream sub-categories and further ice cream premiumisation among Autumn/ Winter trends

Recognized international ice cream developer and distributer, the Food Union Group continues to invest in developing new products to connect with consumers across key markets as it shows that frozen treats are just as delicious in autumn and winter as they are during the high summer season.

Our innovation cycle is tailored to our goal of creating and delivering the products the consumer wants, where they want them and in the way they want them. From the idea or consumer insight to the sensory testing and packaging solution, everything must lead to a commercially successful product. This is how we see real consumer-centric innovation and how we measure our success,” says Normunds Stanevics, CEO of Food Union Group in Europe.

Summer novelties show results

For Summer season 2021 Food Union launched a record amount of 124 unique ice cream novelties across 8 markets. In most of the markets, the ice cream novelties designed by the Food Union Group companies showed a leading position in the local markets. For example, according to Nielsen value share data for the period May – August 2021, 8 of the Top10 new products in Latvia were presented by Food Union, 7 of the Top10 novel products in Estonia were Premia products, while 3 of the Top10 in Lithuania were Premia branded products. The commercial success of these products is a combination of a well-understood consumer need embodied in a quality product and delivered in a market-appropriate brand and price positioning.

Winter novelties sets a high bar 

Gourmands can look forward to a Winter season of 2021 coloured by rich and saturated flavours across Latvian, Estonian, Lithuanian, and Danish markets. Food Union’s new product development team has worked on 16 novelties for the cold season based on consumer demands and preferences. Key trends Food Union Group focuses are:

  • Further premiumisation of ice cream through even more thorough choice of a core ingredient – natural cream – and generous amount of expressive juicy and crunchy additives for unforgettable ice cream experience. Food Union’s company in Estonia is launching a new product line with 3 different flavours under its heritage brand Premia named Premia Cream de la Cream promising the ultimate taste experience;
  • Expanding product portfolio by stepping into totally new categories. Legendary brand Pols in Latvia and Lithuania launches ice cream bites – small, one-bite ice cream “snow peaks” covered in creamy chocolate to create even more ice cream tasting moments – as an addition to one’s coffee break, small treat for kids or for sharing among loved ones. However, heritage brand in Denmark Premier Is launches ice cream accessories – sprinkles, sauces, wafer cones, special ice cream spoon and tray, in addition to real Danish cream ice cream for even more fun and indulging moments at home;
  • Ongoing innovations in big formats that this cold season are guided by experiments with textures and layers creating trendy flavours like Pumpkin Spice Latte ice cream or Milk souffle or so called bird’s milk ice cream. This set of novelties represent creaminess of ice cream that is enriched with expressive sauces, crunchy additives, or softness of dough, making ice cream a go-to-choice for full-fledged dessert courses and fun family gatherings. Available under Ekselence brand in Latvia.

Latvia: the art of mixology and innovative new category

Latvian culinary artistry brand Ekselence launched a total of 6 novelties for this Autumn/ Winter season with trendy rich and saturated flavours in both 0.5 litre tubs and 1 litre boxes available nationwide starting from week 46:

  • Ekselence Ice cream with a taste of coffee latté and pumpkin spice sauce;
  • Ekselence Ice cream with caramel sauce and pieces of peanuts;
  • Ekselence Vanilla and chocolate ice cream with Cookie Dough.

And 3 flavours in 1 litre packaging:

  • Ekselence Milk souffle or so-called bird’s milk ice cream;
  • Ekselence Banana and chocolate ice cream with juicy banana sauce;
  • Ekselence Vanilla ice cream with chocolate cookies.

Legendary ice cream brand Pols continues to celebrate its 50th anniversary by introducing a totally new and innovative product category – ice cream bites. Produced in a form of “snow peaks” and covered in thick milk chocolate, are served in a biodegradable carton packaging of 15 pieces of candies in each for ultimate cold confectionary experience. Available nationwide from week 44.

Estonia: further premiumisation of ice cream and rich flavoured favours

Premia is offering new product line based on its legacy brand Premia named Cream de la Cream with three new products all infused by rich natural cream and delicious flavours packaged in environmentally friendly PEFC-certified carboard tubs and available in Estonia starting from week 48:

  • Premia Cream de la Cream Vanilla ice cream with cookie dough and salted caramel sauce;
  • Premia Cream de la Cream Banana ice cream with peanut cream and chocolate cookies;
  • Premia Cream de la Cream Chocolate ice cream with chocolate chip cookies and peanut cream.

Premia will be also offering two 0.5 litre ice cream tubs in PEFC-certified carton that cater for the ultimate dulcet treat:

  • Premia Coffee ice cream with salt caramel filling and waffle balls;
  • Premia Vanilla ice cream with walnuts and maple syrup.

Premia series of 1-liter family ice creams will be supplemented with refreshing delicacy:

  • Premia Panna cotta ice cream with raspberry jam.

In addition to Premia brand, the well-known cartoon and film character Vanamees will return to ice cream freezers across Estonia with vanilla ice cream made from natural cream in a 1-liter family carton bricket package.

Lithuania: continuous celebrations with exciting new products

Pols in Lithuania continues to celebrate its 50th anniversary by launching three exciting products to provide enjoyment and special moments on any occasion:

  • Polsbirthday cake ice cream with biscuit pieces and sugar sprinkles 0.5 litre tub;
  • Pols cotton candy flavoured ice cream with pieces of marshmallows in 0.5 litre tub;
  • Pols “Snow peaks” – ice cream confectionery covered in milk chocolate available in carton packaging available from week 47.

Denmark: complementing the full ice cream experience

Premier Is in Denmark has recently launched its Mobile Ice Cream Store or a set of new accessories that brings ice cream store experience to one’s home. Building on the trends of more time spent at home with family and the rise of snacking, Premier Is now offers boxes of key ice cream accessories – wafer  cones, eye catching sprinkles and sauces in addition to special ice cream spoon and tray together with the best ice cream made in Denmark at Hjem Is door-step-delivery ice cream trucks.

Norway: bringing ice cream closer to communities

Food Union companies in Norway continue its digitalization journey of the door-step-delivery segment – now launching it on a new arena. From this autumn on; a new community project is in pilot. The main objective is to bring the great experience and assortment of Isbilen door-step-delivery service an income opportunity to sports clubs and culture organizations all over Norway. The idea is rooted in community involvement, in which the non-profit organizations is creating income opportunities by activating its crowd in the fundraising.


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