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# British Ice Cream Portraits
99×99s by Luke Stephenson Captures a Cheap Dessert Staple

By Meghan Young | Published 2014-04-24 | Lifestyle
Source: Trend Hunter, https://www.trendhunter.com/trends/9999s-by-luke-stephenson
References: [itsnicethat](http://www.itsnicethat.com/articles/luke-stephenson-99x99s) & [kickstarter](https://www.kickstarter.com/projects/stephensonpress/99-x-99s)

99×99s by Luke Stephenson, a photographer based in London, United Kingdom, captures a quintessential dessert that, as It's Nice That puts it, is in line with France's traditional crepe and New York's dollar pizza. For those unfamiliar with the term 99, it refers to a swirl of [vanilla ice cream](https://www.trendhunter.com/trends/soft-serve-ice-cream-twists) spat unceremoniously into a flimsy synthetic cone. Devoured by thousands, it is a staple of little nutritional value, but loved by many.

Currently vying for funds on [Kickstarter](https://www.trendhunter.com/trends/nustack), 99×99s by Luke Stephenson is the result of a 25 day journey across the length and breadth of the country in a mini camper van documenting the highs and lows of its [ice cream trade](https://www.trendhunter.com/trends/super-fun-times). He hopes to turn it into a book.

## Trend Insights (Trend Hunter)

- Score: 4.1/10
- Popularity: 68% | Activity: 47% | Freshness: 8%
- Audience gender: 50% men, 50% women
- Primary generations: Gen Z, Millennial, Gen X
- Top markets: Europe

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food)

## Key Themes

### What Makes This Trend Stand Out

- **Nostalgic Food Photography:** Opportunity for photographers to capture classic and popular food staples and create coffee table books.
- **Crowdfunded Publishing:** Opportunity for creatives to utilize crowdfunding platforms to finance and publish niche books.
- **Cheap Dessert Innovation:** Opportunity for food businesses to reinvent popular cheap desserts and create new experiences for customers.

### Sectors Adopting This

- **Food Photography:** Photographers can capture the essence of various foods, particularly those that evoke nostalgia to create unique and interesting coffee table books and more.
- **Publishing:** Crowdfunding campaigns can help niche books find an audience, and publishing platforms can provide easy access to self-publishing tools for creatives.
- **Food and Beverage Industry:** Businesses in the food and beverage industry can innovate on cheap desserts like ice cream to create new customer experiences and tastes using new ingredients and serving techniques.

## Related on Trend Hunter

- [Unconventional Ice Creams](https://www.trendhunter.com/trends/the-ice-cream-project.md)
- [Cake-Inspired Ice Creams](https://www.trendhunter.com/trends/cake-inspired-ice-cream.md)
- [Frozen Dessert-Themed Puzzles](https://www.trendhunter.com/trends/magnum-x-designer-puzzle.md)
- [Jet-Black Ice Creams](https://www.trendhunter.com/trends/opaque.md)
- [Jet Black Dessert Concept](https://www.trendhunter.com/trends/opaque-2.md)
- [Ice Cream Popsicle Campaigns](https://www.trendhunter.com/trends/devoured-campaign.md)
- [Textural Ice Cream Bites](https://www.trendhunter.com/trends/ben-jerrys-peaces.md)
- [Artistic Pride Month Desserts](https://www.trendhunter.com/trends/keith-haring-x-van-leeuwen-ice-cream.md)
- [Low-Cost Artisan Ice Creams](https://www.trendhunter.com/trends/tesco-finest-ice-creams.md)