The ice cream world is complicated, and the support of an expert company is essential to take first steps in the category.
First frozen products require special attention during production, transport and distribution.
Second, distribution channels are characterized by being VERY fragmented. Additionally, the significant weight of out-of-home sales requires a very extensive commercial capacity to ensure the success of a product with sales concentrated in a few months.
Finally, the strong seasonality of the category requires an almost immediate start-up of the value chain which can be delicate to achieve in a first year of activity.
For these reasons, the licensing model is so successful. It allows large groups such as Unilever or Nestlé to bring powerful innovations hand in hand with well-known brands that benefit from an attractive “range extension” during the summer.
On the other hand, the development of in-house production capacity responds to a longer-term commitment to this category with the desire to ensure a greater profit margin thanks to production control.