Ice cream parlors and ice cream vans have been hard hit in this pandemic losing a total of £289million in income in 2020, according to the Ice Cream Alliance (ICA) CEO Zelica Carr. “And that’s just the tip of the iceberg when you add lost ice cream sales in cafes, restaurants, and hotels and the economic impact to businesses along the supply chain – manufacturers, flavor houses, wholesalers, and many others.”
The ICA surveyed members on the effects of the pandemic on business in 2020. It revealed that 90 ice cream parlors have closed in the last twelve months and that 800 mobilers have ceased trading over the same period. However, the government’s Furlough Scheme has been a lifesaver for many businesses with up to 62% of staff furloughed at some point during the pandemic.
As the UK’s trade association for the ice cream sector, the Ice Cream Alliance is mobilizing its members, the wider industry, and other parts of the hospitality sector to promote their products to all those holidaying in the country this summer. The campaign is called the Great British Ice Cream Staycation and is encouraging businesses of all types and sizes to get involved.
“This campaign is not about dictating to businesses how to market their products,” adds Zelica Carr. “It’s about harnessing everyone’s creative flair and dynamism and providing them with the tools – across digital marketing, PR, influencer marketing, POS – to maximise sales and bounce back from a truly horrid twelve months. We are providing marketing materials, guides and templates free to everyone who wants it – not just to ICA members.”