How dessert chains ride the tide of veganism with diversified flavour options
Executives from Gelatissimo, Gelato Messina and Yogurtland share how they market new flavour offerings to both indulgent and health-conscious customers.
Whilst more people are wanting vegan and other free-from items, frozen dessert brands continue to stock up their flavour cabinets with premium indulgent options.
In looking forward to the future of the frozen desserts scene, marketing executives from Gelatissimo, Gelato Messina and Yogurtland told QSR Media their shared view in offering diversified flavours to their customers amidst evolving tastes.
“It’s definitely continuing with both those healthier and more decadent offerings – sounds conflicting but today and tomorrow’s consumers want it all so we’ll continue to ensure we have options to cater to the entire family,” Gelatissimo marketing director Zoe Gorbunow said.
To set themselves apart from the competition, these frozen dessert brands would like to present themselves as sources of real and quality products.
“I feel like brands in our space are turning to better quality produce more and more and caring about the ingredients they are using to make their products,” Gelato Messina brand and marketing manager Siân Bishop added.
Gelatissimo is currently undergoing a slight rebrand to present itself as offering fresh items. “We don’t ship in our product from a central facility; we send the ingredients to each and every store so they can make each flavour fresh daily on-site,” Gorbunow explained.
“It's the real ingredients that go into every batch [of frozen yogurts] that make all the difference,” according to Yogurtland marketing assistant Ellie Colbourne.
The Nielsen’s Global Premiumisation Report in 2017 suggested that as new, innovative brands enter the market and drive growth in the segment, competing brands “should be strategic in the range they offer and stock up on exotic and innovative flavours.”
Offering vegan, free-from options
The global trend of veganism and free-from foods are also reflected in the flavour offerings in the segment.
Free-from foods, or foods associated with health, lifestyle and ethical attributes such as gluten-free, no added hormones and free range, is estimated to be worth $7.7 billion in Australia, according to research from the NPD Group.
Almost half of consumers are millennials (47%) who are key driver to the demand for free-from foods.
Four out of ten of free-from food consumers said their meals were vegetarian/vegan or allergy/intolerance-related.
At the moment, Gelatissimo has extended its 95% sugar-free, including peppermint crunch and caramel latte, and vegan ranges like sunkissed coconut and green apple whilst Gelato Messina offers vegan sorbets such as salted coconut and mango salsa and blood orange.
On their own vegan options, Colbourne said: “We have committed to offering at least three dairy-free flavours per store, including a variety of sorbets and coconut milk-based frozen yogurts that are equally as delicious as the original.”
Maximising social media
There’s no doubt that social media has helped in marketing new flavour items, even having customers anticipate daily announcements of latest offerings despite already offering a host of options.
After posting one of its international flavour items on social media, Gorbunow found Gelatissimo’s online base wanting more - and indeed they intend to offer more of them soon.
“We recently posted some flavours that are only available in our international stores and were surprised by the overwhelming feedback to bring these more unusual flavours to Australia - something we’ll definitely be doing soon!”
As of late, Gelatissimo has released its family-themed range for summer featuring three flavours: fairy bread, choc crackle and collaborated flavour Weet-Bix with honey and banana.
“We have been posting our specials out the same way for almost 8 years now. We have chatted about changing it, but always come back to the fact that we know customers love the anticipation of the flavours each day and we love the interactions we get on the social posts,” Bishop said about Gelato Messina’s social media approach in marketing their new flavour items.
Gelato Messina has introduced its latest mini gelato cakes, as well as offered their “Messina Milk” from their jersey cows. Also, their dulce de leche flavour is said to be “on everyone’s radar.”
In aid of customers with fast-paced lifestyles, Yogurtland introduced its self-serve concept which allows their customers to mix and match 12 to 16 flavours from their brimming flavour cabinet.
“We are mindful that providing 80+ flavours can be overwhelming, so we ensure the perfect combination of fan-favourites and delicious new flavours that push the boundaries of typical frozen yogurt flavours,” Colbourne said.
Yogurtland’s upcoming holiday campaign will maximise their online pages in launching social media competitions and challenges, as well as their new flavour items.
Adam Ang contributed to this report.
