Food Union has taken on the role of innovator in the dairy,
ice cream and other food product categories. Understanding consumers’ needs and wishes is a must for us to be in best shape and innovate at every step of our way. Knowing past and present demands of our consumers in every detail, we are also curious to see what will “catch” them tomorrow and the day after. We follow these global consumer trends and adapt them to our local markets.
The trends we focus on
Consumers, especially younger generations, are eager to discover new brands and try new dairy products. Many are willing to experiment with tastes and formats. We take it seriously and measure our overall performance by the success of our novelties.
Anything about the product that makes consumers’ life easier is a way to win their heart — whether that’s a smart, easy-to-open packaging or smaller product portions for easy snacking. We want our products to be everywhere our consumer is — preferably on top of their mind — so we take the on- the-go trend very seriously.
Consumers are increasingly preferring high-quality, often more expensive, ice cream products that offer unique flavours, ingredients, or experiences. This trend is a part of a broader movement driven also by factors like personalisation, sustainability & ethics, artisanal and draft product popularity.
Consumers are increasingly looking for ice cream & dairy products that are made with natural ingredients, have lower sugar or fat content, or include beneficial additives like probiotics or added protein.
In every market we are present we bring novel products as healthier alternatives to traditional ice creams.
Growing number of people are looking out for something truly exceptional to fall for. Especially ice cream has a distinct place in consumers’ lives, with potential of creating certain situations and moods.
We work hard to find the key to our customers’ hearts not only through product flavours, but also to experiences that ice cream delivery provides.
Consumers want to know everything starting from ingredients, sourcing, and manufacturing processes to partner relations, business ethics and commitments to climate change.
We keep pace with the world’s leading companies committed to reducing their impact on the environment and communities while continuing to provide everyday delightfulness.