- Sales of premium ice cream have soared 22% compared to this time last year
- Waitrose reports a 20% increase in Gen-Z ice cream shoppers
- Follows the emerging ice cream and wine pairing trend, quickly becoming a staple of London’s vibrant food scene
Waitrose customers are shopping for the warm weather ahead as temperatures are expected to hit 18°C this week. Sales for ‘Ice Cream’ at Waitrose have risen by 15% compared to this time last year, with ‘Premium Ice Creams’ up 22% for the same period.
Compared to this time last year, Waitrose has seen sales of their premium, No.1 range soar:
Joe Sharky, Ice Cream Buyer at Waitrose comments, “We’re seeing Gen-Z’s really shaping the growth of ice cream, particularly as we’ve seen a 20% 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. 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% 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, has brought the innovative fusion between ice cream and wine to London, following suit to the ever-popular Folderol in Paris. Proving to be a viral sensation already, as searches on TikTok for ‘The Dreamy London’ are up 256% over the last week, while #icecream and #wine have both garnered over 2 million views, respectively.
Our new ice cream flavours this year are also proving to be a hit, as sales are up week on week:
Will Torrent, Senior Innovation Chef at Waitrose says: “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.”
“Our four new ice creams, including Cinnamon Bun, Peach Melba and our No.1 Belgian Dark Chocolate & 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 absolutely perfect for the hot weather ahead.”
Cinnamon Bun Dairy Ice Cream with our 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 our Blueprint Fairtrade Pinotage - Inglugent Belgian milk chocolate with crunchy biscuit pieces and a salted caramel ripple pair 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 which match exquisitely to the toasted brioche and hazelnuts notes from the Leckford Brut, that then gives way to a creamy palate with apple and peach.
No.1 Belgian Dark Chocolate & Sour Cherry Ice Cream with our 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 our 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.
New product innovation includes:
Line | Product | Weight | Price |
395264 | Cinnamon Bun Dairy Ice Cream | 480ml | £3.40 |
988202 | Millionaire's Dairy Ice Cream | 480ml | £3.40 |
964062 | Peach Melba Dairy Ice Cream | 480ml | £3.40 |
943919 | No.1 Belgian Dark Chocolate & Sour Cherry Ice Cream | 480ml | £4.40 |
Images: Waitrose Ice Cream and Wine
