Ice Cream Processors Differentiate to Prepare for Ultra-Processed Food Regulations. And Hey, Go Whey!

 

It was great to see so many Daily Dose of Dairy subscribers at the International Whey Conference, which was held this week in the city I have called home my entire life: Chicago. One of the kick-off presentations was given by Mike McCully, president of McCully Consulting. He explained how the U.S. dairy industry is investing in whey production to meet global demand. 

Read the article I wrote for Food Business News on this topic by linking HERE. 

One of the closing presentations was given by Professor Thom Huppertz from the University College Cork, Ireland. It was on ultra-processed foods and how the majority of dairy foods—regardless of nutrient density—are demonized according to NOVA, the food classification system developed by researchers at the University of Sao Paulo, Brazil. NOVA has become the most widely used framework for categorizing foods based on the extent and purpose of their industrial processing.

 

Source: Thom Huppertz, University College Cork, Ireland
 

Unlike traditional nutrition labeling, which focuses on what a food contains, NOVA focuses on what has been done to the food. As you can imagine, processing milk into a nutrient-dense, powerful ingredient such as whey protein isolate and using it to make a superfood such as high-protein probiotic yogurt does not fare well according to the NOVA classification system. 

While ingredients are not classified by NOVA, Huppertz emphasized, the foods they are used in do get classified. This is something the dairy industry is working very hard to help educate consumers.

In the meantime, manufacturers of many of the dairy foods that fall into the fourth NOVA category of ultra-processed are also working to clean up labels and educate consumers. This includes ice cream processors. While there’s no denying that turning milk into this delicious frozen treat enjoyed around the world and by almost all people is a process, simplifying the process and explaining it will help a brand differentiate from the other. 

That’s something Hudsonville is proactively setting out to do. Last week they started their Real Ice Cream campaign, explaining that “It’s time to get real about the ice cream you eat and enjoy. Don’t be fooled in the freezer aisle by frozen dairy dessert; real premium ice cream is right there, if you know how to look.”

Real ice cream has standards in the U.S. and many other countries. To meet the legal definition set by the USDA, ice cream must contain at least 10% milkfat and weigh at least 4.5 pounds per gallon, among other requirements.

For family-owned and operated Hudsonville Ice Cream, the real ice cream standard has been part of the company’s approach for 100 years. All of Hudsonville’s ice cream is made with fresh milk and cream from local farms, and Hudsonville’s Super Premium Pints go a step further, with 13% to 15% milkfat for an even richer, creamier texture, according to the company. The company has refreshed its Super Premium Pint Collection to communicate this message. 

“Real premium ice cream isn’t a new idea for us,” says Taylor Janisse, product developer at Hudsonville Ice Cream. “What’s changing is that consumers are asking more questions about what goes into their food. We’ve been answering that question with the ice cream we make every day, and we are continuing to explore ways to evolve our classic recipes to meet the needs of what people want when they are choosing ice cream.”

Remember when Haagen-Daz had its Five line? It’s probably time for the brand to bring it back. 
And then there’s gelato, a term not regulated in the U.S. In Italy, it’s the word for ice cream. 
A little more than a decade ago, gelato was taking off in the U.S. And just when it was really starting to resonate in foodservice as a handcrafted product, the pandemic hit. 
Now’s the time for a gelato comeback. It appeals to today’s consumer looking for authentic, simple and clean label. Gelato tells a story. It’s a frozen dessert that consumers can connect to, a very important attribute in today’s marketplace.

 

Authentic gelato is hand-crafted in small batches and typically made fresh daily for on-the-go consumption. The base product is simple: milk, cream, sweetener, and sometimes pasteurized eggs. The gelato-maker then blends in fruit—and lots of it—or chocolate, nuts or other sweet treats. The beauty of the small batch is that the gelato maker can be creative with flavoring ingredients. This keeps the consumer interested and coming back for more. These ingredients are often whole food ingredients, which adds to the appeal.

If you are interested in learning more about gelato and gaining innovation inspiration, get a FREE ticket to SIGEP World, which will take place January 23 to 27, 2027, at the Rimini Expo Centre in Rimini, Italy. (Click on the banner ad or HERE.) I will be presenting on gelato flavor innovation, as well as be a judge of the gelato competition. Lucky me!

Artisan gelato is a symbol of Italian excellence. It’s also a strategic asset for the global foodservice industry, capable of generating profit, differentiation and new opportunities across various markets and formats. Hope to see you in Italy!