It's the season of new-age guilt-free ice creams

The ice cream market in India reached a value of INR 165 billion in 2021 and it is further expected to grow in 2022, with markets opening up post COVID-19. And as per the latest projections, in the summer of 2022 artisanal ice creams are slated to improve their market presence. According to an IMARC Group data, based on the type, the ice cream share in India can be segmented into impulse ice cream, take-home ice cream, and artisanal ice cream. Currently, take-home ice cream accounts for the majority of the total market share, but artisanal ice creams are witnessing a steady growth. (image credits-istock)

Artisanal ice-creams are handmade, preservative-free, artificial flavour free and use only natural and fresh ingredients. They do not contain stabilizers or emulsifiers and unlike the industrial ice-cream, they have a small shelf life of 5-10 weeks as against commercial ice creams that can remain unscathed for 6-24 months.

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They are not just loaded with fat which makes them very high in calories and the reason for expanding waistlines and lifestyle disease, but to have a long shelf life they are added with a lot of chemicals too that may have long term health implications. Some gums like Carragenan, LBG, Guar, Acacia are added to ice creams to prevent the formation of ice crystals. Sometimes Mono-Diglycerides are added as emulsifiers. Although they are generally deemed safe as food additives, there is not enough research yet to prove this theory.

Michelin star celebrity Chef Suvir Saran who is associated with artisanal ice cream brand Cold Love says that he joined as one of the partners and the Culinary Director of Cold Love because "Aditya Tripathy, an IIM Ahmedabad graduate who created Cold Love is someone who deeply believes in clean, sustainable, environment-friendly and ethical business practices. His personal love for ice creams led to the establishment of this brand which produces delicious ice creams with products that are pure, fresh, natural and high quality. Since Aditya was the founder, I knew I did not have to worry much about the ethics of the business I was joining in as a partner."

"Cold Love ice creams are made using natural ingredients – from milk, cream, sugar to good quality real fruit. There are no chemicals, no added colour and no artificial flavours in these ice creams. The ingredients used in these gourmet ice creams are carefully sourced from reputable suppliers and companies and come in high-grade packaging to ensure hygiene and quality. Before churning and freezing, the ice cream mix is cooked at high temperatures to further ensure it is safe and bacteria-free." adds Saran who has imparted his magical touch to the products by introducing unique flavours and innovations. Boozy Bailey's, Pink Guava Sorbet, Spiced Walnut and Rum, Coconut-Jaggery are some of the special flavours that Cold Love offers.

Similarly, Artiste is another indigenous ice cream brand that is experimenting with earthly and innovative flavours. The brand was founded by Madhusudhan Parikh, a gold medalist in dairy technology from NDRI and a post-management degree holder from ISB. The aim of the brand is to promote natural, clean and preservative-free eating habits. On naming the brand Artiste Madhusudhan Parikh says “True art is a pure human experience brought to life by an Artist. The paint, the brush, the written word all come together to express complex ideas, emotions on the canvas, on the blank page. We believe that the purpose of all art, however dense it might be, is finding a way towards true happiness, quite like eating a spoonful of your favourite ice cream, which makes life seem simple, fulfilled.” The ice creams are hand made and churned in small batches, helping achieve a smoother, creamier texture.

Ice cream makers are also largely focusing on customers with dietary restrictions, From dairy-free to sugar-free, now these ice creams are not just confined to 1-2 flavours in regular brands but are available in an extensive range. The Brooklyn Creamery which was launched in 2016 as a small brand in Brooklyn, New York with the mission to allow consumers to indulge their sweet tooth, without any guilt has now been launched in India. Although it does not belong to the league of artisanal ice creams, it does consider the diet restrictions that many ice cream lovers face and hence has an extensive range of healthier ice creams. Targeting the country’s urban, young, health-conscious, and progressive-minded individuals who want to enjoy and ‘feel good’ by subscribing to a more mindful lifestyle, the low-calorie ice-cream bars consist of merely 89-99 calories per serving and have no added sugar, no preservatives, and no artificial sweeteners or colours. They are also 60% lower in fat as compared to other ice creams. Shivaan Ghai, Business Director at The Brooklyn Creamery, says, "We are confident that our meticulously and mindfully-crafted ice creams will entice customers across the country and give them the satisfaction of indulging, without compromising on their health goals.”

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Ice cream brands have innovated themselves by taking into account the priorities if customers and this season gourmet, indulgent ice creams made with ingredients that are trustworthy and safe are going to be the new flavour. With the mentorship and guidance of internationally acclaimed chefs like Suvir Saran, the new age ice creams will definitely go a long way.

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