Häagen‑Dazs is among the leading players in premium ice cream. The brand’s products embed the key traits of high-end ice cream, including low overrun, layered textures, natural ingredients, indulgent flavour combinations, and evolving texture and format innovation.
We chatted to Holly Bouldin, head of brand at Häagen-Dazs UK, to find out how premiumisation, texture‑led innovation, flavour development, sustainability, and formats are shaping the brand’s strategy.
What broad consumer behaviour or market trends are shaping ice cream demand in 2026, and how are these influencing your product strategy?
Holly Bouldin: Ice cream demand in 2026 is shaped by a combination of premiumisation - rising expectations of quality - and a growing desire for small, meaningful moments of joy. The frozen category is now worth £8bn and has delivered strong value growth over the last two years . Within that, frozen desserts and fruit, the segment that includes ice cream, has added £229m, and impressively 80% of that growth has come from ice cream. This shows how strongly consumers are turning to ice cream as an accessible luxury.
Häagen‑Dazs’ flavour focus
- Chocolate & dessert‑led flavours still dominate
- Coffee flavours, especially dessert-adjacent, are rising fast
- Global tastes like Matcha gain traction
- Fruit flavours power growth in handhelds
Premium offerings continue to outperform the wider category, growing at +3.7% compared with +0.2% for standard ice cream as shoppers trade up for products made with high-quality ingredients, natural flavourings . This is reflected in our continued investment in elevating our core range, from adding 50% more cookie pieces to Cookies & Cream last year to upgrading our Belgian Chocolate recipe to use 72% cocoa solids this year.
Sustainability is also becoming a defining expectation of premium brands. Consumers increasingly want reassurance that indulgence is grounded in responsibility, which is why General Mills, is accelerating environmental initiatives such as decarbonising our Arras ice cream plant [in France] , supporting regenerative agriculture and achieving zero waste to landfill across all European sites.
Our partnership with dairy cooperative Prospérité Fermière Ingredia supports dairy farmers transitioning to more sustainable practices, with 58 farms now part of wider decarbonisation and regenerative agriculture programmes, targeting up to 30% CO₂ reductions by 2030. These efforts strengthen the long-term sustainability of the local French milk and cream.
Which flavour profiles are gaining the most traction, and what factors are driving their popularity?
HB: Several flavour territories are gaining strong momentum in 2026. Indulgent, dessert-inspired classics continue to resonate, particularly chocolate-based flavours, supported by the fact that brownies are the UK’s most popular baked dessert, enjoyed regularly by 56% of adults. Our Chocolate Brownie limited edition taps directly into this demand.
Coffee-led flavours continue to build strong momentum, with tiramisu standing out as a clear favourite across multiple categories. Our Tiramisu Ice Cream elevates this trend with a recipe that stays true to the iconic dessert while delivering a distinctly indulgent experience.
We are also seeing growing interest in global flavour inspirations. Matcha is a standout here. Our Matcha ice cream includes matcha grown in the hills of Japan where only the softest leaves are picked, carefully dried, and then ground into a delicately fine powder, using stone mills. Consumers are looking for flavours that feel authentic, premium and a little bit different.
Alongside these richer profiles, fruit-forward flavours continue to thrive, particularly in handheld formats where fruit is the fastest-growing flavour camp in the UK. That is why we have recently expanded our stick bar range with the Creamy Strawberry Ice Cream Stick Bars, offering a refreshing, on-the-go indulgent option for warmer months. These pose particularly popular for occasion-based snacking allowing consumers to enjoy a premium sweet treat without committing to an entire 460ml tub of ice cream.
How is consumer interest in new textures influencing your R&D pipeline, and which textural combinations are resonating?
HB: Consumer interest in texture is having a significant influence on our R&D pipeline, with innovation increasingly driven by how products feel, layer and evolve from first bite to finish.
Shoppers don’t just want a single, uniform texture; they are often actively seeking complexity, contrast and a sense of craftsmanship that elevates the overall eating experience.
Holly Bouldin, head of brand, Häagen-Dazs UK
Layered and inclusion-led textures are resonating particularly strongly. Products such as Tiramisu and Chocolate Brownie demonstrate how sponge pieces, swirls and sauces can be engineered to deliver a multi-stage experience that mirrors the structure of classic desserts. Our decision to increase cookie inclusions in Cookies & Cream by 50% was a direct response to consumer feedback, reinforcing that visible, generous inclusions are now a key marker of quality and value in the premium space.
Contrast is another major driver of textural appeal. Combinations that bring together a smooth, creamy base with crunchy, chewy or crumbly elements continue to perform well, whether through brownie pieces, cookie chunks or textured ripples. These contrasts add depth and prolong enjoyment, turning ice cream into a more engaging, dessert-like experience rather than a simple frozen treat.
Texture is also shaping how we think about structure and mouthfeel at a formulation level. Low overrun recipes that deliver density and creaminess are increasingly important, as consumers associate weight, richness and resistance on the spoon with premium quality. Coatings and shells are being designed not just for flavour, but for how they break, crack or melt, creating anticipation and satisfaction before the ice cream itself is even tasted.
Overall, texture has moved from being a secondary consideration to a core pillar of innovation. Our R&D focus continues to prioritise layered construction, contrast and mouthfeel, ensuring that new products deliver a sensorially rich experience that meets rising consumer expectations of what premium ice cream should offer.
What developments do you see in evolving formats such as mini bites, small-portion indulgence and shareable or on-the-go options, and how do you expect these trends to evolve over the next year?
Formats are evolving rapidly as consumers look for indulgence that fits more flexibly into different moments of their day. Mini cups are also central to this shift. They align closely with the rise of mindful indulgence, offering a premium experience in a portion-controlled 95ml format.
As snackification becomes more embedded and consumers replace traditional meals with smaller, more regular snacks, mini cups fit naturally into everyday routines.
Holly Bouldin, head of brand, Häagen-Dazs UK
They also support the ongoing “premium night-in” trend, delivering an affordable luxury at home. Our multipacks of mini cups add further appeal by enabling trial and variety without the commitment of a full 460ml tub, making them ideal for households with different tastes.
Small-portion indulgence more broadly continues to gain momentum. Consumers want products that feel special yet fit seamlessly into daily life, driving demand for single-serve formats that deliver a premium sensory experience. Our Stick Bars are designed specifically for this occasion, pairing dense, low-overrun ice cream with thick Belgian chocolate or fruit-infused shell that delivers a clean crack and a satisfying texture in a convenient format.
On-the-go options are another key growth area. Consumers increasingly want high-quality ice cream that can be enjoyed while moving through their day, and handheld formats are outperforming the wider category as a result.
Looking ahead, mini cups, small-portion indulgence and premium handhelds are all set to continue expanding, each serving distinct consumption occasions. The underlying driver across all formats is clear: consumers want greater choice, convenience and flexibility, without compromising on quality or indulgence.
