The summer and vacation calendar has begun. During these 93 sunniest days of the year, Poles eagerly reach for icy treats in different versions and sizes. The unique flavor combinations of this year’s ice cream offer not only stimulate the senses, but also attract consumers looking for new products on the store shelf. Innovative and extraordinary solutions in the ice cream category worth PLN 3.35 billion are therefore at a premium. Wedel talks about the trends in the 2022 season and the ice cream offer.
The ’22 trends in the ice cream category
Ice cream producers are constantly following the trends and looking for unique flavors. Attract and intrigue non-obvious solutions, but also keep the customer’s attention longer. Consumers like to have a choice, especially in the ice cream category, so the variety of flavors and variants guarantees a higher turnover. Among the impulse ice creams, the most popular are those on the stick, which represent 60% of the most purchased sizes and slightly less popular ice cream in cones, cups, sandwiches, and other varieties.
Polish women and Poles want to be surprised by the wide range of ice cream and the company Wedel meets their expectations, which develops its offer of icy snacks based on four hot trends of the season.
1. Looking for taste
When choosing sweets, customers are guided by their taste – this is nothing new, because every consumer in the world is looking for the full-fledged pleasure of a sweet snack. According to the survey, regardless of the product – chocolate, biscuits or ice cream – residents of Poland, France and Great Britain expect exceptional taste sensations, influenced, among other things, by a wealth of ingredients and additives. † In the ice cream category, the classic combination of a thick, creamy mass covered with a thick layer of chocolate is a guarantee of success and satisfaction for many taste buds. Wedel’s range is tailored to the needs of the consumer – referring to both classics and new, surprising flavor combinations.
2. Botanical Inspiration
This season is dominated by a trend inspired by products derived from fruits and plants (flower extracts). On the one hand it is favored by increasingly turning to natural, unprocessed products and ingredients, on the other hand by the desire to explore undiscovered experiences, for example in the form of flower ice cream. The unique combination of classics with special additions enables consumers to discover previously unknown experiences. New this year from Wedel, in the OH! line of ice cream, are those with a lavender flower and cherry flavor, directly referring to the botanical trend. Wedel’s flower ice cream is a unique combination of cream mass with a hint of lavender and lemon sorbet, and cherry blossom with a juicy cherry sorbet, both in crunchy chocolate with additives.
3. Fruit-filled sorbets
The popularity of full fruit sorbets has been a strong global trend for several years now. The flavor that is currently one of the hottest trends of the season is raspberry. Wedel’s offer therefore includes a delicately sweet and slightly sour sorbet, consisting of 59% raspberry puree and soaked in Wedel original bitter chocolate. In addition, the OH! There is a novelty – black currant sorbet, as well as a summer classic, ie mango sorbet. Both are a unique Wedel concept – a combination of a strong fruity taste with crunchy white Wedel chocolate.
4. Creamy, crunchy and surprising – multisensory
The association of ice cream with pleasure is associated with the body’s reactions and specific stimuli. These are the so-called visual, voice, tactile or smell triggers, which automatically stimulate the senses. Such a pleasant stimulus is undoubtedly the multisensory effect, which is provided by nuts, almonds, pieces of chocolate and fruit immersed in a creamy mass of ice – both in the form of solid and liquid syrup. OH line! is a proposal that fits the trends of taste enjoyment and multisensory nature. It is distinguished by the content of crunchy Wedel chocolate (milk, white and white caramel), as well as a variety of textures: almonds, peanuts, strawberries, shortbread cookies or salty caramel sauce.
“We design the range of our Wedel ice cream, observe the market and research consumer preferences, which is a constant inspiration for us. Our ice cream team, in close cooperation with the quality department, combines global trends with the expectations of Polish consumers to offer them a whole range of their favorite flavors in the highest quality for which Wedel is known. Thanks to the new products that are introduced every year, we provide an element of surprise,” says Aleksandra Kusz vel Sobczuk, Corporate Communications Manager at Wedel.
By creating an original ice cream offer, Wedel was able to strengthen its position in the ice cream sector for 4 years. The company’s success in the icy sweet snacks category is due to the unique team in charge of the ice cream portfolio, as well as the longstanding chocolate tradition, which allows it to combine two top products – ice cream and chocolate with a common denominator – the pleasure of taste. Ice cream products are available in many stores, both smaller and large discounters. More information on how to find Wedel ice cream is available on the website https://wedel.pl.
 E. Wedel for NielsenIQ – Retail Trade Panel, all of Poland with discounts (food), value sales, volume sales, February 2020-January 2021 and February 2021-January 2022, Category: Ice Cream, Segments: Desserts / Cakes, Impulse Ice Cream, Family Ice Cream, Impulse multipack ice cream
 https://wiadomoscispozywcze.pl/artykuly/9226/rynek-lodow-wnbsppolsce- Sprzedaż-liderzy-bestsellery-analiza-kategorii/
 Speed of light / Mintel. Base: UK: 1,674 internet users aged 16 and over who have eaten and bought chocolate in the past three months; France: 2,000 internet users aged 16 and over; Poland: 967 internet users aged 16 and over who have eaten ice cream in the past three months