The ice cream sandwich format is reinvented with new ingredients
Trend - Breathing new life into a classic dessert format, companies in the food space are debuting creative versions of the classic ice cream sandwich. Focusing primarily on the outside components, brands are using their core products to provide a new spin, appealing to novelty-seeking consumers.
Insight - Millennial and Gen Z demographics are extremely present on social media, with many of them actively sharing content daily. As a result, these consumers are seeking novel, "picture perfect" content to showcase on their profiles to increase their social standing. This affects their buying decisions and they tend to base some of their purchases on shareability and aesthetics.
Insight - Millennial and Gen Z demographics are extremely present on social media, with many of them actively sharing content daily. As a result, these consumers are seeking novel, "picture perfect" content to showcase on their profiles to increase their social standing. This affects their buying decisions and they tend to base some of their purchases on shareability and aesthetics.
Workshop Question - What are some ways you could reinvent a classic, traditional product in your industry?
Trend Themes
1. Creative Dessert Formats - As companies in the food space debut creative versions of the classic ice cream sandwich, there is an opportunity for brands to create unique and unexplored dessert formats.
2. Aesthetics-driven Purchases - With social media having a significant influence on consumer behavior, brands can tap into the market of novelty-seeking consumers that base their purchases on shareability and aesthetics.
3. Hybrid Desserts - Introducing dessert hybrids such as gelato burgers, waffle ice cream sandwiches and donut ice cream sandwiches bring new flavors and textures to traditional desserts, creating an opportunity to reinvent popular dishes.
Industry Implications
1. Food and Beverage - The food and beverage industry can explore innovative dessert formats and exotic flavor fusions, keeping in tune with the demand for creative food experiences.
2. Social Media Marketing - By leveraging the power of social media, marketing companies can optimize their campaigns around creating highly shareable content that is aesthetically pleasing and appeals to novelty-seeking consumers.
3. Restaurant and Hospitality - The hospitality industry can collaborate with food brands to create unique dessert menus that feature innovative hybrid dishes and unconventional flavor combinations, thereby enhancing guest experiences.
