Bulla, an Australian-based ice cream company which recently topped the ice cream popularity charts according to Roy Morgan Research, has its eye on product innovation and emerging markets.
With this in mind, general manager Nick Hickford recently headed to the International Ice Cream Consortium in China to explore worldwide innovation and trends in the frozen category.
The Ice Cream Consortium, he says, is all about sharing research and knowledge with similar businesses from around the world operating in the dairy industry.
Despite the dominance of global ice cream players, the top innovations varied from country to country, according to Hickford.
“One particular example of this is stick lines. In some areas of the world, moulded sticks are being replaced by extruded stick technology," he says. "In other areas and countries, moulded sticks are leading and continually driving market growth.”
According to Hickford, a rise of the number of inclusions and coatings on stick lines was also evident at the consortium.
“The major trends and opportunities Bulla can maximise in the frozen industry include the consumption of frozen yoghurt as a healthier alternative to ice cream.”
Other opportunities in the frozen category, he says, lie in the 'clean green Australia' positioning.
“The concept of fresh products, clean energy,and production are major benefits to the Chinese market,” says Hickford.
“Bulla’s recent partnership with the ADFC ensures all Bulla products are made with fresh and locally sourced ingredients.
“This continues to be attractive for consumers in China, where fresh Australian milk and cream are growing commodities.”
According to Hickford, Bulla is committed to innovation while standing by its heritage. For instance, in February 2014, Bulla launched a new logo and packaging across the entire range of products to better promote its history.
It also launched new-look cream shelf-ready trays, enabling customers to determine which cream to use and for what purpose, supported by Bulla’s new cream usage icons: Pour, Whip, Cook, and Dollop.
The company's initiatives were reinforced with a What’s New TVC which proved highly effective in increasing sales and promoting brand recognition and awareness, according to Hickford.
Bulla has also recently introduced a new product into the mix - the new Whipping Cream that whips in 90 seconds and stays firmer for longer.
“This creative and practical innovation by Bulla has revolutionised whipping cream and is a standout product in the market, proving popular with consumers,” he says.
Playing into the summer coconut trend, Bulla has just released a brand new line of frozen coconut yoghurt sticks. They have a creamy coconut-flavoured centre and tropical fruit frozen yoghurt shell. They are available in three flavours - mango, lime, and pineapple.
“The Bulla Coconut Flavoured Frozen Yoghurt is also a ‘better-for-you option’," he says. "As with all dairy there's a pendulum swing from fat to sugar as consumers' focus changes in that direction - which works well for manufacturers who have a focus on using fresh milk and cream.”
Hickford says premium products and added indulgence, as well as inventive flavour combinations, are the cornerstone trends this summer for dairy.
“Consumers are always on the lookout for a decadent treat, and products like Cadbury Dairy Milk Marvellous Creations Ice Creams are a good example of this.”
