The Ice Cream & Artisan Food Show 2025: Fresh Flavours, Key Insights, and Upcoming Competitions

The Ice Cream & Artisan Food Show 2025 celebrated its biggest year

yet at the Birmingham National Exhibition Centre on February 4th and 5th, solidifying

its reputation as the UK’s premier event for ice cream and artisan food enthusiasts

The vibrant and interactive showcase attracted global buyers, leading manufacturers, wholesalers, importers, parlours, mobilers, restaurants and more all eager to explore the latest innovations in the dessert world.

Here’s the scoop on some of coolest highlights

from this year’s event:

• An impressive lineup of exhibitors: With over 60  exhibitors, ranging from machinery, packaging, ingredients, logistics, accountancy, payment app solution, insurance and more.

• Attracting ice cream lovers from all over: Over 5,000 attendees, including industry professionals and buyers from around the world, came together to sample the finest ice cream products and build valuable connections.

• Strong business opportunities: More than 65% of attendees placed orders at the show, with an average order of £11,500, highlighting the event’s impact as a major industry marketplace.

• Bold new flavours: The famous Dubai Chocolate and olive oil-flavoured ice cream (a trend popularised by pop icon Dua Lipa) made waves, while classics like pistachio, Nutella and Kinder Bueno remained crowd favourites

• Pet-friendly ice cream: Ice creams and lollies for pets, letting you share the joys of ice cream together

• Vegan & low-calorie innovations: With advancements in emulsification technology, dairy-free ice creams are on the rise, offering rich and creamy textures for everyone.

• The Dessert Parlour boom: Dessert parlours are thriving, with growing consumer cravings for indulgent treats such as cookie dough and churros.

The industry seminars tackled pressing issues for businesses of all sizes, with topics such as how to manage seasonal cash flow, the ongoing card vs. cash debate, and maximising social media.

Nigel Barden, BBC food and drink broadcaster, hosted interviews with finalists for prestigious awards such as Parlour of the Year and Mobiler of the Year. Attendees were also abuzz about upcoming competition, including:

• National Ice Cream Competition: Recognising the nation’s best ice cream manufacturers in the UK

• Parlour of the Year: Honouring parlours that excel in customer experience, innovation and quality.

• Mobiler of the Year: Highlighting exceptional mobilers who bring joy to their communities with their outstanding service and treats.

• Marvin Benton Award: Presented to individuals who have made significant contributions to the ice cream industry through innovation, leadership and dedication.

• Guido Morelli Rising Star Award: Showcasing the brightest emerging talents in the industry.

Otter Valley, the winner of Parlour of the Year in 2024, has said, “Winning the prestigious Ice Cream Parlour of the Year has been the highlight of our career as ice cream producers of 15 years.”

Winners will be announced at the highly anticipated ICA awards night on March 5th. With over 80 years of history, this event is a highlight of the year, known for its rigorous judging process and the recognition of the highest standards and innovations in the ice cream sector.

As a pillar of the dynamic ice cream industry, the Ice Cream Alliance continues to foster innovation and creativity, ensuring a bright and delicious future for everyone.

About The Ice Cream Alliance

The Ice Cream Alliance (ICA) is the UK’s only trade association dedicated to supporting the growth and success of the ice cream industry, a £1.4 billion sector. Our primary focus is helping our members thrive through a range of resources, advocacy, and networking opportunities that empower businesses of all sizes to innovate and expand.

We also support the industry through the annual Ice Cream & Artisan Food Show. This premier event, held at the National Exhibition Centre, offers an unparalleled opportunity for industry professionals to connect, learn, and explore the latest trends in ice cream, gelato, and artisan foods. It’s a vital space for showcasing the best of the industry in a dynamic and interactive setting.

At ICA, we are deeply committed to fostering creativity, inclusivity, and community within the industry. We actively encourage new talent and businesses from all backgrounds to engage and thrive. As the leading voice in the ice cream sector, ICA continues to drive the industry’s future while celebrating its rich heritage.

Find out more about The Ice Cream Alliance here: https://ice-cream.org/