Signal Nomad Foods cites ice cream as an indulgence occasion that resists sugar reduction

Summary

Ivan Babić, general manager for the Adriatics at the frozen food company Nomad Foods, offers a reminder that the nature of an occasion still matters. He points to ice cream, which consumers treat as an indulgence rather than a health purchase. Because of that, conventional reformulation such as reducing sugar is difficult to sell in this category. PwC uses his example to argue that health innovation should respect the occasion it serves. Lighter formats like sorbet, packaging changes, and portion control are presented as better routes than altering the core product.