{"id":8927,"date":"2023-03-30T07:12:08","date_gmt":"2023-03-30T07:12:08","guid":{"rendered":"https:\/\/www.blauw.com\/strong-brands-expand-with-ice-cream\/"},"modified":"2026-10-20T07:25:56","modified_gmt":"2026-10-20T07:25:56","slug":"strong-brands-expand-with-ice-cream","status":"publish","type":"post","link":"https:\/\/www.blauw.com\/en\/strong-brands-expand-with-ice-cream\/","title":{"rendered":"Strong brands expand with ice cream."},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"8927\" class=\"elementor elementor-8927 elementor-8920\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4e1473b e-flex e-con-boxed e-con e-parent\" data-id=\"4e1473b\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-f4030b4 e-con-full e-flex e-con e-child\" data-id=\"f4030b4\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-3e89d73 e-con-full e-flex e-con e-child\" data-id=\"3e89d73\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a91c1ef elementor-widget elementor-widget-spacer\" data-id=\"a91c1ef\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d54cb06 elementor-widget elementor-widget-text-editor\" data-id=\"d54cb06\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<div class=\"hero-detailpage_right margin-top\"><div class=\"hero-detailpage_long-heading\"><p>I have just returned from a short holiday in the sun. And it has left me wanting more! I&#8217;m cautiously looking forward to swapping my long trousers for shorts again. To sitting in beach traffic, impatient to get there. And of course: to discovering the latest ice cream flavours. And it turns out there are quite a few newcomers in the freezer aisle!     <\/p><\/div><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9f1121f elementor-widget elementor-widget-spacer\" data-id=\"9f1121f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5c791ca4 section e-flex e-con-boxed e-con e-parent\" data-id=\"5c791ca4\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-79adffaa e-con-full flex-4 e-flex e-con e-child\" data-id=\"79adffaa\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-39bc376a elementor-widget elementor-widget-heading\" data-id=\"39bc376a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Blog\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6ccae5fd e-con-full flex-8 e-flex e-con e-child\" data-id=\"6ccae5fd\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-544c5e33 elementor-widget elementor-widget-text-editor\" data-id=\"544c5e33\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>The moments when I eat ice cream are usually spontaneous and on the go. If I walk past a good ice cream parlour, I give in. So it had been a while since I&#8217;d properly looked at the ice cream freezer. In my mind, traditional ice cream brands like Hertog and H\u00e4agen-Dazs still reigned supreme. When I stood in front of the freezer recently, I was surprised that I didn&#8217;t see these brands immediately. What I did see was that two trends have clearly found their way into this category: Blurring and Ethical brands.     <\/p><p><strong>Blurring<\/strong><\/p><p data-w-id=\"3ff26d1d-2792-d954-ee19-039361c8f979\" data-wf-id=\"[\"3ff26d1d-2792-d954-ee19-039361c8f979\"]\" data-automation-id=\"dyn-item-timeline-2-text-input\">Blurring is about boundaries fading. In this case, I see the boundaries blurring between the categories in which brands are active. For instance, I noticed that brands like CoolBest, DubbelFris, Taksi and Katja now also turn up in the ice cream freezer. I wondered whether brands from other categories had gone before them and whether those introductions were successful. For example, I saw that Bavaria introduced Radler ice cream in 2018. More flavours followed after the initial introduction, but now I can no longer find them in the shops.     <\/p><p data-w-id=\"065b473b-c232-8704-01b9-6a2a1f0b2f22\" data-wf-id=\"[\"065b473b-c232-8704-01b9-6a2a1f0b2f22\"]\" data-automation-id=\"dyn-item-timeline-2-text-input\">That got me thinking about what an organisation can gain from blurring. For instance, I can imagine that Bavaria&#8217;s primary goal was to increase brand awareness in a playful way and that sales targets came second. I am curious whether it was a conscious choice by Bavaria to take the product off the market or whether it simply didn&#8217;t perform well enough in the long run.  <\/p><p data-w-id=\"065b473b-c232-8704-01b9-6a2a1f0b2f22\" data-wf-id=\"[\"065b473b-c232-8704-01b9-6a2a1f0b2f22\"]\" data-automation-id=\"dyn-item-timeline-2-text-input\"><strong>Ethical Brands<\/strong><\/p><p data-w-id=\"9f22e0de-c52b-7c2b-68d2-e5e74aa1bec1\" data-wf-id=\"[\"9f22e0de-c52b-7c2b-68d2-e5e74aa1bec1\"]\" data-automation-id=\"dyn-item-timeline-3-text-input\">Then the second trend: Ethical brands. Brands that want to make the world a little bit better. For example, the brand Little Cow &#038; Cookies, which communicates &#8220;Great taste, small hoof print&#8221;. The ethical angle runs through every part of the product. The ice cream is made from organic milk, with cookies made from a European recipe (whatever that may mean) and packaged in a biodegradable tub.    <\/p><p data-w-id=\"6a02e6a8-b94c-5560-be31-8b10e669e8f1\" data-wf-id=\"[\"6a02e6a8-b94c-5560-be31-8b10e669e8f1\"]\" data-automation-id=\"dyn-item-timeline-3-text-input\">The story is presented with humour and the flavours sound good. Yet something stopped me from choosing this ice cream: looking at the packaging didn&#8217;t make my mouth water. Is it because I can&#8217;t see the ice cream? Because it is positioned near &#8216;healthier choices&#8217; like the brand Oppo Brothers, or because &#8216;doing good for the world&#8217; and &#8216;indulging&#8217; don&#8217;t go together in my head? Perhaps a bit of all of that. It shows me that doing good for the world isn&#8217;t enough on its own; ultimately, my needs as a consumer still drive my choice.     <\/p><p data-w-id=\"4ec74426-82dc-caf5-77ee-467b1758beeb\" data-wf-id=\"[\"4ec74426-82dc-caf5-77ee-467b1758beeb\"]\" data-automation-id=\"dyn-item-timeline-3-text-input\">So, which ice cream did I buy? The luxury Italian gelato from a supermarket own-label, because at that moment it came closest to the ice cream parlour I&#8217;d been dreaming of all day. And it was delicious!  <\/p><p data-w-id=\"afcbb283-62b0-3dfc-2405-9642ae275817\" data-wf-id=\"[\"afcbb283-62b0-3dfc-2405-9642ae275817\"]\" data-automation-id=\"dyn-item-timeline-3-text-input\">\u200d<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ce4d086 elementor-widget elementor-widget-image\" data-id=\"ce4d086\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1440\" height=\"600\" src=\"https:\/\/www.blauw.com\/wp-content\/uploads\/2026\/10\/coolbest-fruitijsjes.jpg\" class=\"attachment-full size-full wp-image-8928\" alt=\"\" srcset=\"https:\/\/www.blauw.com\/wp-content\/uploads\/2026\/10\/coolbest-fruitijsjes.jpg 1440w, https:\/\/www.blauw.com\/wp-content\/uploads\/2026\/10\/coolbest-fruitijsjes-300x125.jpg 300w, https:\/\/www.blauw.com\/wp-content\/uploads\/2026\/10\/coolbest-fruitijsjes-1024x427.jpg 1024w, https:\/\/www.blauw.com\/wp-content\/uploads\/2026\/10\/coolbest-fruitijsjes-768x320.jpg 768w\" sizes=\"(max-width: 1440px) 100vw, 1440px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>I have just returned from a short holiday in the sun. And it has left me wanting more! I&#8217;m cautiously looking forward to swapping my long trousers for shorts again. To sitting in beach traffic, impatient to get there. And of course: to discovering the latest ice cream flavours. And it turns out there are [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":8928,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[45],"tags":[],"class_list":["post-8927","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-thought-leadership-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Strong brands expand with ice cream. | blauw<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.blauw.com\/en\/strong-brands-expand-with-ice-cream\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Strong brands expand with ice cream. | blauw\" \/>\n<meta property=\"og:description\" content=\"I have just returned from a short holiday in the sun. 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