UK | Waitrose customers have been stocking up for the warm weather ahead.
Sales for ‘Ice Cream’ at Waitrose have risen by 15 percent compared to this time last year, with ‘Premium Ice Creams’ up 22 percent for the same period.
Compared to this time last year, Waitrose has seen sales of its premium, No.1 range soar:
- No.1 Madagascan Vanilla Ice Cream +104 percent
- No.1 Santo Domingo Chocolate Ice Cream +89 percent
- No.1 Mango & Passion Fruit Ice Cream +78 percent
“We’re seeing Gen-Z shaping the growth of ice cream, particularly as we’ve seen a 20 percent increase in shoppers in this age group. Gen Z are redefining how we engage with ice cream, prioritising trend-led choices and social media inspiration,” said Joe Sharky, Ice Cream Buyer at Waitrose.
“The introduction of brands like TruFru and their new, exclusive Frozen Blueberries White and Dark Chocolate range demonstrates this shift into trend-led snacking. It’s not only our customers who are excited to enjoy the sunshine, as searches on TikTok for ‘ice cream’ have also risen by 95 percent over the last seven days, with pairings such as ice cream and dates trending on socials.”
New restaurant openings, such as The Dreamery in Islington, have introduced innovative fusion between ice cream and wine to London, following in the footsteps of the ever-popular Folderol in Paris.
Proving to be a viral sensation already, as searches on TikTok for ‘The Dreamy London’ are up 256 percent over the last week, while #icecream and #wine have both garnered over two million views, respectively.
Waitrose's new ice cream flavours this year are also proving to be a hit, as sales are up week on week:
- No.1 Belgian Dark Chocolate & Sour Cherry Ice Cream - up 53 percent
- Cinnamon Bun Dairy Ice Cream - up 68 percent
- Peach Melba Dairy Ice Cream - up 29 percent
- Millionaire's Dairy Ice Cream - up 16 percent
“Ice cream is already delicious on its own, but I am always finding new ways to make my serves even more exciting. This year, we have been seeing a lot of restaurants starting to pair ice creams with wines, and it is now one of my favourite combinations,” said Will Torrent, Senior Innovation Chef at Waitrose.
“Our four new ice creams, including Cinnamon Bun, Peach Melba and our No.1 Belgian Dark Chocolate and Sour Cherry, are brilliant on their own but work exceptionally with wine. By collaborating with our award-winning Wine Buyers, we have created some deliciously unconventional pairings that are perfect for the hot weather ahead.”
Cinnamon Bun Dairy Ice Cream with the Blueprint Moscatel de Valencia - Sweet and buttery, with a cinnamon ripple and sponge pieces, this ice cream pairs well with the lusciously citrus freshness and notes of barley sugar from the wine.
Millionaire's Dairy Ice Cream with the Blueprint Fairtrade Pinotage - Inglugent Belgian milk chocolate, accompanied by crunchy biscuit pieces and a salted caramel ripple, pairs beautifully with the ripe, juicy, and bright berry notes from our Fairtrade Pinotage.
Peach Melba Dairy Ice Cream with our Leckford Estate Brut - Light and fragrant, the Peach Melba Ice Cream is filled with peach pieces and a tangy raspberry ripple that match exquisitely with the toasted brioche and hazelnut notes from the Leckford Brut, which then give way to a creamy palate with notes of apple and peach.
No.1 Belgian Dark Chocolate and Sour Cherry Ice Cream with the Blueprint Romanian Pinot Noir - Made with West Country cream, sour cherry pieces and the deliciously tangy sour cherry ripple complements the rich, dark Belgian chocolate and pairs beautifully with the elegantly fresh Pinot Noir that is full of cherry and raspberry and hints of ripe strawberry.
Tiramisu Dairy Ice Cream with the No.1 Reserve Tawny Port - Rich and creamy, this coffee ice cream is rippled with chocolate and Marsala sauce, then speckled with pieces of sponge cake and goes hand in hand with the deliciously smooth, mellow, and fruity flavours of ripe figs, raisins butterscotch and toasted nuts from the port.
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