Determining Your Ice Cream Category

by | Aug 4, 2013 | Ice Cream Consulting

During an initial intake sessions, I ask my clients this question: In what category does your frozen dessert fall?

When I say category, I’m not talking about whether your product is dairy or non-dairy, low-fat or fat-free.

When you manufacture a private label frozen dessert, your product will fall into one of the following categories:

  • Super Premium
  • Premium
  • Economy

To make an analogy: just like at the gas pump, there are different grades of fuel available to consumers; all will work but each represents a different level of performance.

Your category decision can impact a host of variables such as cost of goods, retail shelf placement, customer appeal and the competition.

Is one category better than another?

Well, the answer to this question depends on your end goal with respect to your product.

Some clients say to me, “Hey man, I want something cold, sweet and wet, and I don’t care what’s in it — I just wanna get it out their and make money.”

Others take a different view, saying “It’s important that my product is of the highest quality, is good for you and has a premium image.  I want it to be viewed among the best of the best.”

Clearly these two statements represent dramatically different goals and vision.

Understanding what your end goal is helps determine your budget, the face of the person or business behind it and sometimes the background or philosophy of the organization.

Developing a product that falls on the economy side of the scale does not necessarily suggest a company is irresponsible; this product could be one that is needed in a marketplace segment with great selling potential. There is no right or wrong category; it’s simply personal preference andl business decision.

What classifies a frozen dessert into one category or another?

Before you decide which category is best suited to your product and end goal, look at my understanding of a category with respect to ice cream.

Super Premium

  • All-natural ingredients and flavor
  • Low-air overrun (highest weight product)
  • High butterfat range
  • Large and plentiful amounts of candy, fruit or nuts
  • Other attributes to the category can include “Non-GMO,” “Gluten-Free” and “Organic.”

Premium

  • “Natural” or “natural with artificial” ingredients, natural color and flavor
  • Higher air overrun (slightly lower weight than super premium)
  • Mid-range butterfat
  • Medium amount and size of candy or nuts
  • Other attributes to the category can include “Non-GMO,” “Gluten-Free” and “Organic.”

Economy

  • Artificial ingredients, color and flavor
  • Highest air overrun (light weight product compared to the other grades)
  • Low to legal minimum butterfat
  • Minimum amount and small pieces of candy or nuts (if at all)
  • Other attributes to the category can include “Non-GMO,” “Gluten-Free” and “Organic” — but in this case, why bother?

The choice is yours.

 

Do you need help launching your private label ice cream? Darryl can help. Contact him for a consultation today.

Darryl David
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