Ice Cream in the Spotlight
Ice Cream in the Spotlight
Ice Cream in the SpotlightHRA Global In The Grocer’s ‘The Dairymen’:
The UK ice cream category is as competitive and creative as ever. In this year’s Dairymen ice cream report, Olivia Lucas, Project Delivery Executive at HRA Global, explores how regulation, digital platforms, and brand identity are shaping the market.
With new HFSS advertising restrictions on the horizon, Liv highlights how ice cream brands will need to become more inventive in their communications. She predicts a shift from direct product-pushing towards richer, lifestyle-driven storytelling that connects with consumers on a deeper level.
She also points to the importance of brand love and recognition in a crowded category. As she notes, the brands that succeed will be those that people actively seek out, staying top-of-mind even when advertising space becomes more limited. Read the full article in The Grocer here:
https://www.thegrocer.co.uk/category-reports/the-viral-scoop-dairymen-ice-cream-category-report-2025/709720.article
