Ice cream parlours and ice cream vans have been among the “hardest hit” in the pandemic losing a total of £289m in income in 2020, a study by The Ice Cream Alliance (ICA), the UK’s trade association for the ice cream sector, has found.
The ICA surveyed members on the effects of the pandemic on business in 2020. It revealed that 90 ice cream parlours have closed in the last twelve months and that 800 mobilers have ceased trading over the same period.
It comes as the ICA has launched a new campaign to help 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 – with the group “encouraging businesses of all types and sizes to get involved”.
According to the group, the campaign is all “about reminding people what a delicious, fun, happy and affordable treat ice cream is and what iconic childhood memories it generates”.
In addition, it is also about supporting members and the ice cream industry to “safeguard its survival”.
Zelica Carr, CEO of ICA, said:“This campaign is not about dictating to businesses how to market their products.
“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.”